Sumo+ Buddies
Singapore | Painters Loyalty Programme
Nippon Paint Singapore
Paints & Coatings
The Challenge
Client Background
With over 22,000 employees and 80 manufacturing facilities and operations in 19 geographical locations, the NIPSEA group is Asia Pacific’s No.1 paint and coatings company in terms of production and sales revenue. As its flagship brand, Nippon Paint is the leading paints and coatings manufacturer brand in Asia and holds the largest consumer market share in Singapore.
Project Role
We explored the creation of Sumo+ Rewards Partners Programme, a new channel partners rewards initiative that works to incentivize and motivate retail & channel partners within the Nippon Paint ecosystem.
Apart from building the outreach strategy, we specifically designed the onboarding collaterals for the programme, specifically a set of intricately-designed collectible 3D engraved metal membership cards for new & existing partners.
Using the 12 Chinese Zodiac animals as the running theme, we designed the membership card for each of the 3 membership tiers: Gold, Silver & Bronze.
Project Role
We explored the creation of Sumo+ Rewards Partners Programme, a new channel partners rewards initiative that works to incentivize and motivate retail & channel partners within the Nippon Paint ecosystem.
Loyalty in Layers
In the highly competitive paints market, retaining contractors requires more than just product quality. We needed a loyalty programme that cut through the noise, offering tangible status in a sea of commoditized rewards.
Tangible Prestige
Digital points feel ephemeral. The challenge was to create a physical anchor for the programme—something hefty and premium that partners would be proud to carry and display, instantly signaling their elite status..
Cultural Anchor
To resonate with the diverse contractor base, we needed a visual theme that felt familiar yet elevated. The 'Sumo' concept suggested strength and weight, but we needed a visual narrative to back it up.
The Process
We explored the detailed creation of the membership cards, ensuring every tactile element reinforced the brand's commitment to quality.
Zodiac & Zen
We drew inspiration from the 12 Chinese Zodiac animals, crafting intricate 3D engravings for each. This wasn't just decoration; it was about personalization and fortune, crucial cultural touchpoints for the target audience.
Material Alchemy
We moved away from standard PVC cards. By selecting brushed metal with varying finishes (Gold, Silver, Bronze), we ensured that the tactical experience matched the program's promise of exclusivity.
Tiered Typography
The typography needed to feel grand. We developed a custom numeral system for the cards that integrated with the animal motifs, creating a seamless blend of information and art.
The Solution
The delivered solution transformed the loyalty programme into a coveted status symbol. The cards became more than just a tool for redemption—they became a badge of honor.
The Sumo+ Ecosystem
The final membership cards are not just identifiers; they are collectibles. The 'Sumo Buddies' programme now has a physical heart, with the cards serving as a constant reminder of the partnership's value.
Unboxing Status
We designed the welcome kit to feel like unboxing a luxury watch. From the soft-touch box to the reveal of the metal card, every step reinforces the partner's decision to stick with Nippon Paint.
Heavy Metal Loyalty
The feedback was immediate—partners loved the weight of the cards. It successfully gamified the loyalty experience, with partners actively striving to 'level up' their metal tier.
"We explored the creation of Sumo+ Rewards Partners Programme... intricately-designed collectible 3D engraved metal membership cards."
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