Dulux: A new colour. A new experience.

This case study describes how Dulux used an influencer-led strategy to encourage more Singaporeans to paint their houses.

Dulux: A new colour. A new experience.

Hon Wui Teo and Jeff Ng

Campaign details

Brand Owner: AkzoNobel Paints (Singapore)Lead agency: MashwireBrand: DuluxCountry: SingaporeIndustry: Paints, DIY, home improvementMedia: Earned media, buzz; Events and experiential; Integrated; Internet – display; Internet – microsites; Internet – search; Magazines – consumer; Mobile and apps; Online video; Print – general, unspecified; Social media; Word of mouth, advocacy Budget: Up to 500k

Market background and cultural context

With over 70 years of experience in Singapore, AkzoNobel Paints is part of the world's biggest...

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