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How Dulux gave the world a colourful makeover

How Dulux gave the world a colourful makeover

Background

This award winning campaign by Dulux saw the paint manufacturer take its mission statement – ‘Let’s Colour’ – quite literally, by completely rejuvenating grey, graffiti covered corners of some of the world’s major cities.

Challenge

Dulux has big global ambitions. Its highest margins are delivered in sales of colour paint, yet only a minority of global homes are decorated in colour. Creative agency Euro RSCG were asked to create a strong, shared global communications platform to demonstrate how Dulux could ‘add colour to people’s lives’.

Strategy

The mission was to spread colour all over the world – a bold and immense task. ‘Lets Colour’ was launched as an initiative to makeover targeted drab looking buildings with the help of local communities. By launching a campaign on such a public, global scale,  Dulux hoped it would inspire audiences to regenerate anything – big or small, inside or out, with colour paint.

It began working on a global integrated campaign, with social media at its heart – the internet being seen as the primary channel for being able to communicate simultaneously with its local brands all around the world.  

Implementation

Between March and April 2010 Dulux went to four cities – London, Paris, Rio de Janeiro and Jodhpur, and in each city invited members of the local community to help paint streets, squares, schools and buildings that were in need of a colour makeover. The four sites chosen for makeovers were;  Virginia Primary School, Tower Hamlets, London UK; Aulnay sous Bois, Paris, France ; Lapa, Rio de Janeiro, Brazil and Chandpole Chowki, Jodhpur, India.

To get local communities interested in taking part, momentum was built around a social media campaign. The project started with the launch of a ‘Lets Colour’ project blog – with blogs being the channel that the brand saw as the most open and direct way to start sharing its project with the public.

Content was uploaded in real time to the blog and to You Tube, Twitter, Facebook and Orkut. The content was quickly picked up upon by other blogs and online newspapers all over the world, building momentum ahead of the city visits.

During the visits themselves, a documentary director travelled with the Dulux team to film a documentary, called ‘Walls’, about the relationship that the people in each of the featured countries have with colour, both spiritually culturally and socially. The events were also shot and edited into a commercial - there were no sets or actors, just footage from the real life painting of locations in the cities.

The documentary premiered on the blog and soon after, requests to become involved in future painting projects flooded in from viewers as diverse as an architect in Italy, to a girl from Kosovo and even the governor of Bangkok.

Now, dozens of future events are being prepared by the brand.

Results

The ’Walls’ documentary was viewed online more than 400,000 times in four weeks, and was YouTube’s 12th most tweeted video in its film category within two days of going live. The film received more than half a million views within four weeks of debuting, putting it in the top 2% of YouTube’s films and making it film of the week in the UK.

The campaign was awarded a Gold Watch at the Golden Drum Awards in 2010.

For Euro RSCG the campaign has been a winner too. On March 2 the documentary scooped it a prestigious TED award for the best 'Ad worth spreading'.
    

AJR
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