Valspar: Color For The Colorblind, 1 [video]

Credits & Description:

Titile: Color For The Colorblind
Agency: Fcb Chicago
Brand: Valspar / Enchroma
Country: USA
Advertising Agency: Fcb Chicago
Entrant Company: Fcb Chicago
Media Agency: Fcb Chicago
Pr Agency: Vp+C Partners, New York, Ny
Production Company: Tool, Santa Monica
Senior Vice President: Margaux Caniato (Vp+C Partners)
Chief Creative Officer: Todd Tilford (Fcb Chicago)
Creative: Bruno Guimarães (Fcb Chicago)
Director: John Carey (Tool Of North America)
Svp, Group Managment Director: Scot Havrilla (Fcb Chicago)
Designer: Angela Gispert (Fcb Chicago)
Creative Director: Gabriel Schmitt (Fcb Chicago)
Vp, Creative Director: Gustavo Dorietto (Fcb Chicago)
Project Manager: Katie Hale (Fcb Chicago)
Account Executive: Ally Khajenouri (Fcb Chicago)
Executive Creative Director: Dan Fietsam (Fcb Chicago)
Business Analyst: Isaac Abramowitz (Fcb Chicago)
Svp, Executive Creative Producer: John Bleeden (Fcb Chicago)
Associate Community Manager: Mike Norgard (Fcb Chicago)
Executive Producer: Jenny Hoffman (Fcb Chicago)
Svp, Creative Director: Myra Mazzei (Fcb Chicago)
Associate Creative Director: Matthäus Frost (Fcb Chicago)
Editor: Phillip Owens (Phillip Owens Editorial)
Director Of Production Operations: Julie Regimand (Fcb Chicago)
Senior Vice President: Lisa Jasper (Vp+C Partners)
Vice President: Michelle Shen (Vp+C Partners)
Director Of Social Media: Nicole Emerick (Fcb Chicago)
Associate Community Manager: Stephanie Wezelman (Fcb Chicago)
Creative: Thiago Cruz (Fcb Chicago)
Strategy:
It has been proven that colors play a vital role in our daily lives. Kenneth Fehrman, co-author of, Color: The Secret Influence, states, “Most people are unaware of the profound effect color has on their behavior.” As a global leader in the industry, we wanted to show that Valspar isn’t just a paint company, but a brand that believes everyone should experience color to the fullest. Consumers know color is powerful, but still take it for granted. To inspire and bring color to as many people as possible, we focused on the nearly 300 million in the world who see life in a muted palette – the colorblind.
Campaign Description:
Our idea is that by bringing colors to those who can’t see it, we remind those who do to appreciate it. Valspar partnered with EnChroma to bring their optical technology to the colorblind so that they could see color for the first time. Anchored by a short documentary, titled “ Color for the Colorblind,” our campaign shares personal stories from colorblind individuals and their reactions to experiencing the full spectrum of color for the first time in their life. We inspired action by bringing the story to life through a multi-channel approach.
Brief with projected outcomes:
N/A
Execution:
For launch, we installed special displays in-store with the glasses to allow the colorblind to pick out and purchase paint for the first time. We launched ValsparColorForAll.com, where users could buy the glasses, share personal stories and be directed to a Valspar retailer. Every piece of communication drove consumers to a purchase point. We started the promotion by targeting famous influential colorblind people with a custom-designed kit for them to experience color for the first time. The influencers included Bill Clinton, Mark Zuckerberg, and Chris Nolan. Additionally, similar kits were sent to dozens of technology and design publications.We then launched our press campaign to mainstream publications, trade publications and our specially designed out-of-home. As viewers began experiencing the film and sharing stories, our teams responded and engaged consumers about colorblindness and the appreciation of color for everyone. Valspar gifted hundreds the life-changing glasses to those with compelling stories.
Synopsis:
Our business challenge was to find a marketing solution that differentiated Valspar in a highly commoditized category where brands talk about features and functionality. The majority of consumers think all paint and stain brands are basically the same. For the past several years, Valspar has had a lower share of voice than main competitors, Behr and Sherwin Williams. In addition, in 2015 Benjamin Moore announced the largest media spend in the category, totaling $50 million, which we couldn’t match. To grow the business and create preference, we needed to give consumers a reason to pick Valspar paint beyond one-coat coverage, scrubbable walls, or mildew resistance. In a category that’s ripe for innovation, we saw there was an opportunity to give consumers a reason that went beyond the can by showcasing the real emotional benefit of paint – the power of color.
Outcome:
By bringing color to the colorblind, Valspar brought a greater appreciation of color to everyone and created the first global colorblind community where none existed before. The film was tested by BrainJuicer as part of their FeelMore research that connects emotion to purchase. It received a five-star rating and an 83.10 score — which ranked in the top 50 of all global ads tested for 2015. The campaign had over 800 million earned media impressions, and the EnChroma glasses sold out. Tens of thousands of shares and likes helped spread the idea. But, more importantly, the 300 million colorblind in the world now have the opportunity to see color for the first time. Thus far, more than 5.9 million views have been generated and 94% of social sentiment is positive/neutral, increasing brand sentiment for Valspar by more than 10 points. The film also made YouTube's Most Watched Videos for March2015