Sico (PPG)

The Power of Colours

When a consumer walks into a store with a paint swatch, they're reluctant to switch for fear that the colour won't be exactly the same if they choose another brand. Sico's strategy became reaching consumers in the inspiration phase.

The brand and PHD set up an activation in a Montreal park that allowed consumers to choose their favourite Sico paint colour swatch and scan it. The colour was then projected all over the park in an LED light display, and the brand made a 60-second online video of the experience.

Sico paint swatches were also inserted as vertical belly bands on the front page of major home decor magazines, adapted to the colours on the magazines' front pages and logos.

Consumers' consideration of the brand rose 19% in Quebec, and Sico's retail sales increased 7.4% during the campaign period.