Mlima Kenya Ng’ara Na Rangi Ya Vesta Campaign

Crown Paints has been losing market share to competition in Central Kenya due to the following reasons:

Pricing- Crown Paints is perceived as premium, Customer complaints on the loyalty program – Most cards indicate already used & canâ€™t be redeemed, Painters training – Crown Paints shifted to online training in 2021 whereas competition stuck to physical training & issuance of giveaways.

Our Role

In response to Crown Paints losing market share in Central Kenya due to pricing perceptions, loyalty program issues, and a shift to online training, EM Creative Agency was tasked with developing a proposal to regain, grow, and sustain market share by focusing on the Economy Vesta Plastic paint. Our objectives were to execute a BTL campaign roadshow to build brand equity, increase shop share, and boost confidence among painters, dealers, and the general public through education, entertainment, and rewards. We successfully covered the entire Central region, registering over 500 painters in the Crown Team Kubwa app, rewarding over 2,500 customers, placing posters in 1,500 dealer shops, distributing 5,000 flyers, and recruiting over 250 new customers, thus revitalizing Crown Paints’ market presence.

Therefore, we need to come up with a proposal on how to regain, grow and sustain market share focusing on Economy Vesta Plastic paint.

Project objectives

To offer a BTL Campaign roadshow.
Build brand equity (brand awareness & visibility) as well as gain more shop share (conversion) by positioning Vesta range of products as the best and the to go to product of choice
To win painters, dealers and general public confidence through education, entertainment and rewarding both loyal customers and new clientele.

Key wins

Covered the whole of Central region by the Caravan sensitising, educating, recruiting & rewarding new clients
Registered over 500 painters in Crown Team Kubwa app.
Rewarded over 2,500 customers with umbrellas, t-shirts, reflectors, key rings and pens.
Poster placement to at least 1,500 dealer shops.
Issued out at least 5,000 flyers.
Recruited over 250 new customers