Results and Effectiveness

Consumers embraced our colour challenge and broke the dominant convention of white walls: - Up to 500,000 people witnessed our re-painted landmarks in each of the five cities. - Around 2,000 people posted images of the Dulux home online. - 43 media channels over two months covered the story of Dulux’s colour campaign, creating around 16.8M impressions. This led to: - A 200% increase in brand penetration in target markets. - A 100% increase in awareness. - A 300% sales increase in the Dulux Easy Paint service since launch in Q2 2010.

Creative Execution

Using colours recommended by psychologists for positive impact, we decorated a mobile Dulux interior in shipping containers. We then dropped them in the busy downtown areas of Beijing, Shanghai, Chengdu, Guangzhou and Shenzhen. Passers-by entered these mysterious boxes and began taking photos to share online. We then wanted them to experience colour in the environment. Commuters in the same five cities were transfixed when previously dreary buildings were brought to life in vibrant colours. They were amazed at how colour enhances both the environment and personal mood. Inspired, they could then find the hotline for Dulux Easy Paint – a home re-decoration service – easily in TVCs, print and online.

Insights, Strategy and the Idea

China’s current generation is living in a colourless world. Research shows that 80% decorate their homes in white. There is also no DIY culture. We needed to change people’s perceptions of the possibility of colour in the home and environment. There was only one way to do it and that was to create an experience. So we transformed dreary buildings in five of China’s major cities and created a mobile, inspiring interior. Then we promoted the hotline for Dulux Easy Paint – a home decoration service that does the decorating for you – so people could act on inspiration immediately.