Brand owner: AkzoNobel
Agency: MediaCom China
Industries: Home improvement
Media channels: Content marketing, Mobile & apps, Outdoor, out-of-home, Programmatic display, Search marketing, Video on demand
Budget: 1 - 3 million
Dulux is an international paint brand produced by AkzoNobel. It makes more than 1,000 colours and also offers an Easy Painting Service to help people unlock the potential of their homes through colour.
In China, the majority of consumers use only neutral colours to paint their walls. Once they paint them, it usually takes about another eight years before they repaint. So, Dulux needed to inspire Chinese consumers to increase the frequency of repainting to grow sales.