Jotun Paints, recently won the ‘Best Advertising’ category of the 13th annual Orkla Growth Awards, during a special awards ceremony held recently Oslo, Norway. The win was awarded for the company’s ‘Change to the No.1 in Paints’ campaign, which was implemented across the MENA region. The campaign was created by Leo Burnett Dubai. The Orkla Awards focus on the overall target of creating profitable business growth through advertising, innovation, promotion and packaging to name a few. The 13th edition of the awards saw more than 192 entries across the different categories.
According to the Orkla Growth Awards Jury, “The ads for Jotun Fenomastic, Lady and Jotashield in the Middle East and North African region are great pieces of advertising. They grab the consumers’ attention by using visually strong creative ideas that clearly present the benefits of the different paints and reasons to believe the bold claims. The films are engaging to the target group, without making the brand promise less clear. The brand is clearly integrated in the films and the casting is great, making the films stand out of the advertising break with plenty of warmth and credibility. The sales have been very good in the total region the first two months. An excellent piece of advertising! ”
“It’s very rewarding to be a winner. All of the finalists for this year’s competition had some really good campaigns, which makes our win even more special. We were very pleased with the feedback that the jurors shared with us, further describing the campaign as is they were with us through the whole development process,” said Marian Bahader, Marketing Communications Manager MEA , Jotun Paints. “Winning the award is testament to the fact that our intentions and messages were clearly delivered. The response we received for the campaign was very positive and so was the brand’s recall and awareness in the region--but it’s always an extra bonus when a campaign gets recognized and wins awards, especially by such a reputable body as Orkla.”
“We are very delighted with this recognition from one of the largest international business groups. This win demonstrates the fruit of the strategic partnership between Jotun and Leo Burnett, which set out and succeeded in boosting Jotun’s brand recognition and image in the region,” said Jean Traboulsi, Managing Director, Leo Burnett UAE.
“The distinction that we have received from the Orkla Growth awards allows us to throw the spotlight on the new direction that Jotun has started to embark on,” said Claudio Iurilli, Marketing Director - MEA, Jotun. “This year, we have set our sights on consolidating the legacy that we have benchmarked in the industry while organically developing a more results oriented approach in mass communication.”
“Through the launch of new innovative products and world class communication, Jotun in the MENA region clearly has strengthened its number one position in colours, design and exterior protection. The campaign is a major step forward for us in the way we communicate and build footfall to our stores. I am very proud of our team who has a carried this through," concluded Erik Aaberg, Group Executive Vice President, Jotun.
In addition to securing the Best Advertising Category, Jotun also won the ‘Best B2B Innovation Category’ for its Hull Performance Solutions (HPS). In addition, Jotun’s Lady and Fargesenter brands were finalists in three other categories; ‘Best Packaging’ and ‘Best Core Business Innovation’ for Lady and ‘Best Promotion’ for Fargesenter.