Dulux: DULUX WALLS

Credits & Description:

Category: Best Integrated Campaign Led by Promotion and Activation

Advertiser: AKZO NOBEL

Product/Service: DULUX

Agency: EURO RSCG LONDON

Date of First Appearance: May 21 2010

Entrant Company: EURO RSCG LONDON, UNITED KINGDOM

Entry URL: http://letscolourproject.eurofeed.eu/

Copywriter: Fabio Abram (Euro RSCG London)

Art Director: Braulio Kuwabara (Euro RSCG London)

Producer: Jodie Sibson Potts (Euro RSCG London)

Director: Adam Berg (Stink)

Production Company Producer: Ben Croker (Stink)

Digital Copywriter: Rebecca Campbell (Euro RSCG London)

Digital Art Director: Mariana Costa (Stink)

Documentary Director: Andrew Lang (Stink)

Executive Creative Director: Mick Mahoney (Euro RSCG London)

Creative Director: Fernanda Romano (Euro RSCG London)

Media placement: Live Community Events - Brazil - 12 March 2010

Media placement: Online Social Media Elements - Online: Official Lets Colour Blog, Facebook, Twitter, Orkut - 10 March 2010

Media placement: Documentaries - Online: Posted On The Official Lets Colour Blog And You Tube - 17 March 2010

Media placement: Online Film - Online: Posted On The Official Lets Colour Blog And You Tube - 22 May 2010

Media placement: TVC - TV4, TV4+, Kanal4, Kanal5, TV2, TMC, M6, TF1, TV Breizh, TF6, Tele Maison - 25 May 2010



Describe the objective of the promotion.

As part of a big worldwide integrated campaign, we created events where, together with the local communities, we painted urban spaces that were in need of a bit of colour. The objective of the events was to show the consumer how any environment can be improved using just a bit of colour, and establishing Dulux as the first brand that comes to mind when they think about colour.



Describe how the promotion developed from concept to implementation.

Our challenge was to create a brand campaign, so we developed an ongoing project helping to organise local communities to change their own environments. First we set up a blog to follow each step of the events. The events were also shot and edited into brand film. A documentary director travelled with us, creating films about the relationship each country had with colour. First we contacted local representatives in Brazil, France, England and India, all important markets for Dulux (and the affiliate brands). With them on board, we set the dates and started the events.



Explain why the method of promotion was most relevant to the product or service.

Our claim was that a bit of colour could transform any environment, so we set out to prove it. The events created were the best way of putting our speech in practice: how a bit of colour could change any environment, but they also were the best way of creating a direct relationship between the consumer and the brand.



Describe the success of the promotion with both client and consumer including some quantifiable results.

Our mission was to create an unified global brand message around colour, and turn Dulux into the first brand in the consumers minds when they think about colour.

After the first 4 countries, the project started to get thousands of spontaneous requests to host events all around the world. Because of this response, 14 other markets decided to promote the project in their countries, and there are many more ready to happen. The Let’s Colour line became the open invitation of an ongoing project, and the campaign helped position Dulux as the colour authority in the paint market.