CASE STUDY: DULUX: Transformation through colour

Provided by BEcause
Bringing 'Transformation through Colour' to life in a literal & shareable way through sponsorship of enriching experiences
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What was the Campaign Objective?

Bring to life 'Transformation through Colour' via Dulux's sponsorship of The Color Run (TCR) 2013 and in a way that enriches the runner's experience whilst also driving brand engagement in an inspiring way

What was the Solution?

Tier 1 sponsorship of The Color Run at London, Manchester, Belfast & Brighton, combined with a 'must visit' colour destination at each of The Color Run UK events where we allowed participants to create, keep and share a memento of their day. In doing so, we create synergy between the event proposition and brand mission.

What were the Results?

The Dulux Colour Dome took centre stage at the post-race 'Festival of Colour'. Here consumers could celebrate their colour transformation by having their photo taken as they jump into the air (aided by bespoke trampolines). Branded photos were immediately printed to take home. Digital copies were uploaded to Dulux Facebook to amplify the experience through social engagement. Additional brand presence was added by roaming festival characters, a pre-race meet-the-Dulux-Dog photo op, painting themed warm-up exercises and race branding including crowd surfing inflatable balls

What were the Key Learnings of this Campaign?

Confidential
BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250kABC1 21-45yr olds
16 - 24
25 - 34
35 - 44
All Genders
ABC1
Students
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, London, North, South, MidlandsAll YearBUILD AWARENESSBRAND STRATEGY
EXPERIENTIAL
SPONSORSHIP / MEDIA
SPONSORSHIP / SPORT / ATHLETICS
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