Paint for Change
9th March 2009
Dulux, together with media agency MediaCom, has today announced a groundbreaking deal that sees commercial partnerships with both ITV and The Sun newspaper aimed at getting the British public enthused about the power of decorative change.
The campaign, which has been negotiated by MediaCom, breaks this week with a set of 60-second stunt spots on ITV1 and a community venture designed to encourage people to ‘pick up their paintbrushes’ to change the environment in which they live.
The ITV activity launches with three 60-second ‘stunt’ ads during the commercial breaks of Dancing On Ice on Sunday 8 March. Negotiated by Ben Louis at ITV and Roz Hinds at MediaCom, these will be followed by a dedicated VOD channel on ITV.com and Friends Reunited, as well as ‘skinning’ on the ITV Player and a dedicated video channel behind ITV’s 24/7 interactive service.
This week also sees the start of The Sun’s partnership with Dulux to paint and rejuvenate community projects, which will continue throughout 2009. This ‘Paint for Change’ campaign will showcase 33 projects in 11 geographical regions. Readers will then be directed to vote online at www.thesun.co.uk for the project that they believe is most worthy. The winning projects will be visited by the Power Painters in a Dulux/The Sun co-branded tour bus. Press coverage of each winner will be further supported online. The strategy was developed by News International.
Matt Day, Marketing Director, Dulux, said: "Dulux wants to stimulate the decorative category by reminding people that small decorative changes can have a big impact. We hope that this innovative and genuinely through-the-line campaign will enable us to inspire and help people to change their surroundings. We want to challenge every householder by asking them: ‘What would you change?’"
Roz Hinds, Associate Director, MediaCom, added: "Both ITV and News International demonstrated a real understanding of our objectives and the synergies between their proposals made them the natural choice for this partnership activity. MediaCom believes that partnerships such as these represent a key pillar of communication for our clients during this age of dialogue and we are excited and inspired by these collaborations."