Dulux

In 2009, Dulux was presented with a new business problem. The country’s economic downturn meant that people were not moving house or improving their interiors, meaning that sales in the paint category were down.

The aim of the Dulux marketing team, with the agency Mediacom, was to re-ignite the public’s passion for decorating and show that if you “Change your walls, you Change your world”.

Kick off Stunt Ads
The ITV multi-platform solution started in March with huge impact via 3 x 60” stunt ads in the centre breaks of Dancing On Ice, watched by a cumulative total of 25.8m viewers. These ads, made cost-effectively by ITV Studios, showed in real-time what decorating effect could be achieved during the time it takes to watch a TV programme.

Interactive
Dulux branded content was showcased on ITV via an advertising feature on the Red Button 24/7 interactive service. Over 400,000 Viewers interacted, with Average dwell time being over 10 mins and purchase intention increasing from 39% to 80% from interactors.

Ads around content strands
Dulux also took advantage of the pre-existing home makeover strands in This Morning, with strategically placed tactical ads adjacent to the editorial content, thus increasing sales effect.

Tactical Spot Ads
With Easter being crucial, Dulux bought a heavyweight spot campaign in key programmes, dominating advertising Share of Voice across the Bank Holiday.

Digital campaign
Whilst the Television elements were under way, longevity and involvement were added via a complementary Digital campaign. A commercial itv.com VOD channel was built to showcase content. Display Ad Inventory (which ITV co-created) assisted with driving to the sites.

Partnership
At the same time, ITV partnered up with News International to work on a new community focussed marketing campaign Paint For Change. This encouraged local communities to pick up a paint brush and get involved in brightening up their local area. ITV.com filmed and produced some of this content.

Competition
Separate to the advertising activity, Dulux also donated paint and money for a competition on the daytime programme This Morning attracting hundreds of thousands of entries from viewers across the week.

This partnership solution using ITVs wide range of assets and platforms yielded impressive results for Dulux.

The clients designated brand metric objectives were all improved and Research showed that the multi-touchpoint nature amplified impact

Spontaneous recall was up from 40% to 49%, as was brand positivity

And more importantly Consumers considering using Dulux products rose significantly from 81% to 90%

Matt Day, Dulux Marketing Director commenting on the campaign said:

“Through our work with ITV on the “Change” campaign, we were able to deliver a very strong brand performance.  Over the last twelve months we have grown our value and volume shares despite the challenging market circumstances”