The Brief

Dulux Australia was facing increased retailer conflict and encroachment on quality claims from premium paint competitors. This was especially true in regards to the outdoor paint category. Consumer testing showed Dulux Weathershield was no longer scene as any better in harsh, outdoor conditions than its competitors. Dulux identified they needed to reinforce Weathershield's product superiority. We felt it was time they proved Weathershield's credentials as the countries leading outdoor paint.

Describe how the promotion developed from concept to implementation

The buildings most affected by Australia's weather are our Surf Life Saving Clubs. What better way to demonstrate Weathershield's durability than to paint these iconic buildings. Not only do they bear the brunt of Australia's worst weather, but Surf Life Saving Australia does a tireless job of protecting local communities. With this project, Dulux has partnered with a community icon in an authentic and enduring way. Once painted, every club will stand as testament to the product. This also allows the continual process of repainting to be captured and shared, allowing the program to have a life of its own through community participation online.

Describe the success of the promotion with both client and consumer including some quantifiable results

The project started December of 2011. Within 3 months, over 105 clubs signed up (a third of the 310 clubs in Australia). The projected response rate was 25 clubs in the first year. The first two repaints served as the basis for national TV ads telling the broader community about the project. Since launch, Dulux Australia's Facebook page has more than doubled its fan base. And Surf Life Saving specific post views and comments were scene as the direct reason for that increase. But most impressive, sales of Weathershield were up 36% YOY. An increase Dulux attributes to the campaign.

Explain why the method of promotion was most relevant to the product or service

Dulux Weathershield is Australia's toughest exterior paint. It is designed to last in the harshest outdoor conditions imaginable. The buildings most affected by our climate are our Surf Clubs. These community hubs are often in the remotest landscape possible. Now, after each one is painted and carries a project plaque, they will stand as enduring reminders of the durability of Dulux. The Surf Club Project also allows us, through the documentation of the repainting process on our website, to keep the story going far beyond the boundaries of a traditional ad campaign.