This document outlines an integrated marketing campaign for the NANOPRO paint brand. The campaign aims to emphasize the brand's nano technology and position NANOPRO as the future of paints. The target audience is specification watchers who prioritize quality over price and understand technology. The unique selling point is NANOPRO's nano silicate paint technology. The campaign will build an abstract concept around the rational, functional benefits of the product using its strong nano technology positioning. A key element is a television commercial that uses the sound of knocking on painted walls to provoke an abstract sense of the product's tough, high quality finish compared to competitors. Interactive "Knock on it" posters will also be used.

1. THE SECOND TAG
Brand: NANOPRO – Kova
Integrated campaign

2. Communication target
Specification watchers – understand why better
specifications matter, understand technology
and are not afraid of it, choose quality over price
USP
Nano silicate paint – the latest and greatest
scientific breakthrough by KOVA
Communication objective
Make NANOPRÔ the future of paints
=> Emphasizing the NANOTECHNOLOGY

3. AESTHETIC
Seeing ads, TVC,catalogue,…
=> Having an
ABSTRACT SENSE
of the finished surface
(smooth, glossy, harmonious
color,…) then
choose by feeling
RATIONAL
BENEFITS
Being advised by specifiers,
influencers, other users
=> Having a
RATIONAL SENSE
of the functional
benefits of product

4. CHALLENGE
Build a strong abstract concept to enhance the rational sense
of product’s numerous benefits, which is assured by the
strong reason to believe – the NANOTECHNOLOGY
What brand wants to say
Making NANOPRÔ the future of paints
Emphasizing the NANOTECHNOLOGY
What consumers need to know
Being given detailed, convincing
rational benefits, and an
abstract sense to enhance
What has been said and known
Rational: each competitor tries to
own just ONE spec (color,
protection from weather,…)
Abstract: by seeing and touching

5. Judging the quality
of finished paint by
knocking on it to
feel from the finger
and hear the sound
Using SOUND to
provoke abstract sense,
as NANOPRO results in
“tougher surface”
finished paint
which creates distinct sound
from paint of
lower quality
THE SOUND
OF NANO

6. TVC
• S1: A man asked to tell the different
one out of the walls painted with THE
SAME COLOR but different paints=>
unable
• S2: The man asked to try “Knock on
it” => he finds the sound from the last
wall different from others, he keeps
knocking and makes sound like music
• S3: Music fastens, the scene
demonstrates the NANOTECHNOLOGY
• S4: The tagline of NANOPRO brand

7. “Knock on it” POSTER
• Poster made up of special materials
(real NANOPRO paint coat if possible)
that creates sound and “tough” feeling
• Interactive digital posters

8. Thank you