Campaign details

Brand: Dulux
Brand Owner: AkzoNobel Paints (Singapore)
Lead Agency: Mashwire
Country: Singapore
Industries: Home improvement
Media Channels: Content marketing, Events & experiential, Games & competitions, Online display, Online video, Outdoor, out-of-home, Social media, Television
Budget: Up to 500k

Executive summary

As consumers become more affluent, there is an increasing trend of Singaporeans spending more on their home renovations and this is reflected in an increased demand for personalised products and services. However, the desire to differentiate is limited by the home owner's know-how.

The period leading up to Chinese New Year is the peak painting season in Singapore, as consumers renew and customise their living spaces to welcome the new year and a fresh start. Dulux observed the market demand and launched Dulux AmbianceTM, an exclusive range of premium exterior and special effects paints, to inspire home owners to personalise their living space. A multi-level sensory personalisation through the use of colours and texture in a tin.