The Insight
Professional painters—the "Bakafulu ba Plascon" (Plascon experts)—hold the key to purchase decisions due to their technical expertise and deep product knowledge, yet they often lack the respect or recognition they deserve within the industry.
Why It Matters
To increase sales and market dominance, Plascon had to win over the primary user. Painters are the crucial gatekeepers who can sway project owners toward a specific brand. By actively championing these experts, Plascon strengthens brand loyalty where it matters most, turning users into brand ambassadors.
Why It Works
Elevating the Expert: The campaign used the authentic, locally relevant term "Bakafulu ba Plascon" to christen the primary audience as certified brand experts, giving them the status and social recognition they crave.
Compelling Incentives: Customers who bought UGX 100,000 or more worth of paint won instant prizes, had a chance to win UGX 1M daily, UGX 4M weekly, and a motorbike (boda boda) weekly.
Comprehensive Reach: The campaign was to be executed across all channels (ATL, BTL, Digital, and In-Outlet), including large-scale activations with regional media partners to drive awareness, engagement, and uptake in high-traffic areas.
