Category: Fast Moving Consumer Goods (not including food)
Advertiser: DULUX
Product/Service: DULUX WEATHERSHIELD
Agency: CLEMENGER BBDO MELBOURNE
Creative Chairman: James McGrath (Clemenger BBDO)
Executive Creative Director: Ant Keogh (Clemenger BBDO)
Creative: Simon Bagnasco/Paul Reardon/ Brett Colliver (Clemenger BBDO)
Group Account Director: Sue Peden (Clemenger BBDO)
Account Director: Melissa Scott (Clemenger BBDO)
Director: Mark Molloy/Jono Hill (Exit Films)
Director Of Photography: Ryley Brown/Katie Milwright (Exit Films)
Casting Director: Daniella Friedman (Chameleon Casting)
Editor: Rohan Zerna (The Butchery)
Media placement: tV - nAtional Free To Air And Pay TV - 26th December 2011
Media placement: Outdoor - national (AUS) - 26th December 2011
Media placement: Online - facebook, Google, Youtube - 26th December 2011
Media placement: Point Of Sale - national (AUS) - 26th December 2011
Describe the objective of the promotion.
Dulux Australia was facing increased retailer conflict and encroachment on quality claims from premium paint competitors. This was especially true in regards to the outdoor paint category. Consumer testing showed Dulux Weathershield was no longer seen as any better in harsh, outdoor conditions than its competitors.
Dulux identified they needed to reinforce Weathershield’s product superiority.
We felt it was time they proved Weathershield’s credentials as the country's leading outdoor paint.
Describe how the promotion developed from concept to implementation.
The buildings most affected by Australia’s weather are our Surf Life Saving Clubs. What better way to demonstrate Weathershield’s durability than to paint these iconic buildings? Not only do they bear the brunt of Australia’s worst weather, but Surf Life Saving Australia does a tireless job of protecting local communities.
With this project, Dulux has partnered with a community icon in an authentic and enduring way. Once painted, every club will stand as testament to the product. This also allows the continual process of repainting to be captured and shared, allowing the programme to have a life of its own through community participation online.
Explain why the method of promotion was most relevant to the product or service.
Dulux Weathershield is Australia’s toughest exterior paint. It is designed to last in the harshest outdoor conditions imaginable. The buildings most affected by our climate are our Surf Clubs. These community hubs are often in the remotest landscape possible. Now, after each one is painted and carries a project plaque, they will stand as enduring reminders of the durability of Dulux. The Surf Club Project also allows us, through the documentation of the repainting process on our website, to keep the story going far beyond the boundaries of a traditional ad campaign.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The project started December of 2011. Within 3 months, over 105 clubs signed up (a third of the 310 clubs in Australia). The projected response rate was 25 clubs in the first year. The first 2 repaints served as the basis for national TV ads telling the broader community about the project. Since launch, Dulux Australia’s Facebook page has more than doubled its fan base. And Surf Life Saving-specific post views and comments were seen as the direct reason for that increase. But most impressive, sales of Weathershield were up 36% YOY. An increase Dulux attributes to the campaign.