Dulux: PAINT FOR CHANGE

Credits & Description:

Category: Best Use of Television
Advertiser: DULUX
Product/Service: PAINT
Date of First Appearance: Mar 8 2009 12:00AM
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Entry URL: http://www.dulux.co.uk/change/index.jsp
Associate Director: Roz Hinds (MediaCom)
Senior Planner: Lindsey Jordan (MediaCom)
Communications Strategist: Dilupa Nanayakkara (News International)
Key Account Director: Ben Louis (ITV)
Media placement: TV - ITV - 08/03/09
Media placement: Print - The Sun - 08/03/09
Results and Effectiveness
On the night the live ads aired, search volumes on the Dulux website doubled. Orders for colour samplers leapt up 175%. The interactive activity also performed exceptionally well with a record level of ten minutes interaction for the ‘Dulux Hints and Tips’. 65% of interactors went on to visit the Dulux website. 83% of live ad viewers agreed that these ads effectively communicated just how rewarding small changes can be. Purchase intent was 37% higher amongst consumers exposed to our live ads (Q Media). ROIs were 20% better for ITV partnership activity vs. the previous norm for TV spot airtime.
Creative Execution
On the 8th of March three ground breaking ‘live ads’ broke on ITV across all regions in Dancing On Ice. We bought three 60” spots first in break across consecutive ad breaks throughout the show. These creative executions showed Claire Sweeney and team helping a typical British family give their home a face-lift in real time. In total the three spots on one night reached 11.6m UK consumers. To support this rich Dulux content was available via interactive TV. We placed advertising around a relevant This Morning home strand with a bespoke competition spot. A 10” spot campaign supported core DIY periods through the year, ensuring that 52m people saw the advert at least once in 2009, providing lots of little nudges to encourage consumers into taking action. Our partnership with ITV extended to ITV.com which included all possible formats. We built dedicated ‘Dulux DIY’ portal housed within ITV’s site.
Insights, Strategy & the Idea
Spending on home decoration and the housing market are very closely correlated (rsquared of 50). Dulux faced a very real dilemma as the UK saw house sales grind to a halt in 2009. How could we persuade consumers that improving, despite not moving, was a worthwhile investment in light of the economic situation? Our competitors were price-promoting aggressively our approach had to be different to protect the distinctiveness of our brand. Consumers are often put off the decorative process by the size of the task at hand. We felt confident that we could show consumers that small decorative jobs offer big emotional payback – from this thinking the campaign ‘What Would You Change?’ We decided to use TV and in particular a standout TV event partnership to get families to start talking about redecorating, daubing swatches on their walls and defying the gloom of the downturn.