Campaign details

Advertiser: Akzo Nobel
Brand: Dulux
Agency: Ketchum
Country: China

Challenge: How does a colourful company attract cautious consumers?

Dulux is already an internationally known manufacturer of quality wall paint. Its annual "ColourFutures" report had made the company a recognized authority on colour trends among interior designers and consumers around the world. Now Dulux was looking to expand its market presence in China.

But there was a major obstacle. Chinese consumers only repaint their walls on average every 8.8 years. And when they do? 60% use only white paint. Not only was China unfamiliar with Dulux's ColourFutures report, they were resistant to colour itself, considering anything other than white to be overly risky.

Our biggest ally in spreading colour to China would be professional interior designers — the people who might convince consumers to make bolder decisions. So the company set out to make a splash, launching the first ever Dulux Interior Design Awards in China as part of its release of ColourFutures 2017. Not only did we have to ensure participation among influential designers for an unknown awards show, we had to give them something to talk about.