Sky Media injected interactive elements into the Dulux TV campaign to demonstrate the new in-store colour tool.
Dulux's new colour co-ordination system was created to help people discover a multitude of colours that liven up a home and complement each other - offering 'Colour help from your colour consultant'. The TV ad successfully conveyed the breadth of colours and strong Dulux branding, but Dulux felt it lacked the depth to really drive understanding of the new in-store colour help tool.
Campaign objectives were to; Demonstrate the new in-store colour tool, Increase brand engagement and interaction, Drive consideration and colour
mixing purchase and Increase awareness of the colour mixing tester pots.
With the help of Sky Media and Initiative, elements were added to the linear campaign to boost awareness of the service, via viewer engagement and interaction. The Dulux interactive element was recognised by 25% of adults in Sky homes with over 320,000 of those choosing to press red to get a "free tester and ideas pack". That's around a 7% response rate - vastly higher than that of traditional direct marketing. And of course, those names did not just receive their free tester and ideas pack - they also spent an average of over 4 minutes interacting with the Dulux brand.
The interactive platform allowed Dulux the time and flexibility to
fully demonstrate their colour help tool. With interactors spending an average of over 4 minutes in the interactive site, Dulux's engagement and interaction was taken to a level unobtainable through conventional use of TV. Those who had Interacted had a greatly increased purchase consideration for Dulux products. Dulux delivered over 320,000 tester pots and idea packs as a result
of requests from the interactive campaign.
"After the success of Dulux's first interactive advertising campaign to
distribute samples in March 2004, the launch of the in-store colour tool
offered the perfect opportunity for Dulux to add depth of communication
through a DAL. Results from the DAL were so impressive that we have re-run
the interactive element on our August airtime activity." Patrick Owen - Group Account Director - Initiative