PAINTING THE TOWN

Short List
TitlePAINTING THE TOWN
ClientDULUX
Product / ServicePAINT
CategoryC01. Integrated Media Campaign
EntrantMEDIACOM Shanghai, CHINA
Entrant Company:MEDIACOM Shanghai, CHINA
Media Agency:MEDIACOM Shanghai, CHINA

Results and Effectiveness

By inspiring with ambient media and promoting Dulux’s Easy Paint hotline in TV, print and online we broke the dominant convention of white walls. - Up to 2.5M people witnessed our re-painted landmarks across the five cities. - Around 2,000 people posted images of the Dulux touring interior online. - 43 media channels over two months covered the story of Dulux’s colour campaign, creating around 16.8M impressions. This led to: - A TRIPLING in brand penetration in target markets. - A DOUBLING in awareness. - A QUADRUPLED sales increase for the Dulux Easy Paint service since launch in Q2 2010.

Creative Execution

We decorated a mobile Dulux interior using colours recommended by psychologists for their positivity. We then visited the busy downtown areas of Beijing, Shanghai, Chengdu, Guangzhou and Shenzhen and dropped off our shipping containers. Curious passers-by entered the containers to find an inspiring home 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. Having inspired consumers with these activations, we made the hotline for Dulux Easy Paint – a home re-decoration service that does all the work for you – available everywhere in TVCs, print and online.

Insights, Strategy and the Idea

In China, 80% of consumers decorate their homes in white. There is also no DIY culture. So we set out to inspire them and show what a psychological boost the right colours can bring to our lives. We started by touring major cities with a colourful interior (inside shipping containers) decorated to breathe life into the home. Then we gave some traditional, neglected buildings a whole new paint job in brilliant colour to brighten up streets. Simultaneously, we promoted Dulux’s Easy Paint home decoration service online, on TV and in print, to make it even easier to take action.

Credits

Name Company Position
Cindy Dai MediaCom Shanghai Business Director
Hester Jin MediaCom Shanghai Associate Planning Director
Sean Shi MediaCom Shanghai Planning Director
Sherry Shao MediaCom Shanghai Senior Planner
Nicola Wu GroupM China ESP Director
Coral Wu GroupM China ESP Manager
Arnita Xu GroupM China Tactical Planning Director