Dulux Dances On Ice
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, hence paint sales were significantly down.
The challenge was to re-ignite the public’s passion for decorating and show that if you "change your walls, you change your world".
A multi-platform approach, which involved sponsorship of the highly-popular Dancing On Ice and an ITV studio-created campaign.
The ITV multi-platform solution started with huge impact via 3 x 60” stunt ads in the centre breaks of Dancing On Ice, watched by a 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.
An interactive approach was also undertaken as Dulux-branded content was showcased on ITV via an advertising feature on the Red Button 24/7 interactive service.
ITV also placed ads around content strands - taking 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.
While 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.
At the same time, ITV partnered up with News International to work on a new community-focused marketing campaign “Paint For Change”. This encouraged local communities to pick up a paintbrush and get involved in brightening up their local area. ITV.com filmed and produced some of this content.
Separate to the advertising activity, Dulux also donated paint and money for a competition on the daytime programme This Morning.
This partnership solution using ITV’s wide range of assets and platforms yielded impressive results for Dulux. The client’s 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. Most importantly, consumers considering using Dulux products rose significantly from 81% to 90%.
Over 400,000 viewers interacted with the Red button service, with average dwell time being over 10 mins and purchase intention increasing from 39% to 80% from interactors.
0Increase in consumers considering using Dulux products
0Increase in spontaneous recall of the Dulux brand