CASE STUDY: Dulux turn emotional connections into sales

Provided by M&M Global Awards
Dulux used how environment affects mood to produce a campaign that touched people through the regeneration of communities
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What was the Challenge / Background of the Campaign?

M&M Global Best Communication Strategy Award Winner [Entered by Mediacom International] - Dulux's "Let's Colour" campaign used insight into how environment affects people's moods to produce a campaign that touched people's lives through the regeneration of communities, and provided great exposure for their products. It focussed on bringing more colour into people's lives across China, Thailand and the Nordic's. The brand believed that changing surroundings can have a huge impact on people's mindsets and targeted this methodology to turn emotional connections into sales.

What was the Campaign Objective?

Increase sales in non-traditional DIY markets through emotional engagement and word-of-month

What was the Solution?

Dulux made a public commitment through 'The Let's Colour Project', promising to regenerate ailing communities. In each market, key city locations were identified that needed a lick of paint and hit squads from Dulux worked with community groups to transform societies and generate word of mouth exposure. Each project was filmed and documented to provide an undeniable tale that could be communicated alongside the physical impact of the colourful changes and was relayed across various media's including TV, digital and out-of-home.

What were the Results?

Dulux made a public commitment through 'The Let's Colour Project', promising to regenerate ailing communities. In each market, key city locations were identified that needed a lick of paint and hit squads from Dulux worked with community groups to transform societies and generate word of mouth exposure. Each project was filmed and documented to provide an undeniable tale that could be communicated alongside the physical impact of the colourful changes and was relayed across various media's including TV, digital and out-of-home.

What were the Key Learnings of this Campaign?

1 - Dulux used insight into how environment affects people's everyday lives to find an emotive issue with which they could link. 2 - Dulux's product was inherent to the campaign so there was only a small mental leap between a positive view of the initiative and a positive view of the company. 3 - The project was designed to produce content that could be distributed digitally by the brand and though online social networks virally. 4 - New media was supported by traditional media to maximise impact across the target market.
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsABC1/C2 home owners and families in Norway, China & Thailand
All adultsBoth
ABC1
C2
ONLINE
OUTDOOR
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
GLOBALAll YearBUILD AWARENESSEXPERIENTIAL
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