Campaign details

Brand: Dulux
Brand owner: AkzoNobel
Lead agency: MediaCom
Country: China
Industries: Home improvement
Media channels: Content marketing, Mobile & apps, Online display, Programmatic display, Search marketing, Social media
Budget: 1 - 3 million

Executive summary

Dulux is an international paint brand produced by AkzoNobel. It makes over a thousand colours and encourages people to unlock the potential of their homes through colour with its customer-focused Easy Painting Service.

In China, most consumers paint their walls in neutral colours and tend to repaint every eight years. Dulux sought to inspire consumers to repaint their homes more frequently in order to help sales growth.

Research and consumer insight revealed that house painting always occurs ahead of family transitions, which usually centre around children. In China, parents seek every advantage point possible to give their child an edge in the country's ultra-competitive environment. Dulux launched a campaign on Children's Day, targeted at parents, to encourage them to explore a wider colour palette in order to help with their child's development.