THE PROBLEM
The main focus of the given brief was to ensure that Dulux could promote their Weathershield products with a campaign encouraging Australians to paint their homes.
The problem faced by Dulux is two-fold:
Firstly, those sitting on the fence about painting their home must be encouraged to take action and actually begin the time-consuming and unexciting task of painting their home’s exterior.
Secondly, they need to choose to buy Dulux Weathershield over the cheaper and similar products sold by competitors.
RESEARCH AND TARGET AUDIENCE, INSIGHTS
The given target audience was described merely as home-owners aged 35-64, married or in de-facto relationships.
Rather than trying to communicate with a broad and vague age range, we have focused our campaign on an individual from this demographic, David.
David is a 37 year old male who works in a full time office job. He is married to his wife Jane, with two children who are both in primary school. David likes to purchase quality products, but if they lack tangible benefits over cheaper brands, his frugal nature sways him to generic brands on occasion. He takes great pride in his house, which he owns with Jane, and has hired renovators to redo the upstairs in the past few years. The condition of his home’s exterior of his isn’t terrible, but is in need of a touch-up at the very least. David, like many others, has a tendency to leave large tasks until next week, month or year due to an aversion of starting what may prove be inconvenient or unpleasant. David values the opinion of his peers, neighbours and family, and socialises with them on a weekly basis. He uses the internet for work purposes mainly, but is an active user of Facebook, LinkedIn, YouTube and online shopping sites. To relax, David enjoys watching television with his wife, reading and spending time outdoors with his children.
Almost 9 in 10 (89%) Australians agree that renovation is
a good strategy to increase the value of your property.
‘The psychological/ emotional connotations (Mental Block) associated with the painting process.
It’s not as easy as walking into your local Bunnings and picking up a can of paint.
You’ve got to buy all the materials, including painting utensils, coverings for windows etc,
prep the painting area, paint the damn house, which involves several layers, and then
theres the post painting steps.
The ‘intender’ may not feel familiar/ confident enough with the process to see the job all the way through.
Somewhere along this process the painter is likely to fall off the painting bandwagon.
THE SOLUTION- DULUX THREE WEEK CHALLENGE
The main focus of the given brief was to ensure that Dulux could promote their Weathershield products with a campaign encouraging Australians to paint their homes.
This simplistic goal is reflected perfectly in our Dulux 3-Week Challenge: a participatory event with strong presence in the digital sphere encouraging Australians to paint their homes with the help of Dulux Weathershield.
The idea behind our campaign is to help homeowners overcome their aversion to beginning the ultimately time-consuming and potentially frustrating task of painting their home by inviting them, upon the purchase of Dulux weathershield, to join the Dulux 3-week challenge and join the online community of people undertaking it also. All of our communication messages, be it TVCs, social media posts or copy on the website and app, contains copy reflective of the single minded proposition, that Weathershield can handle whatever the Australian climate can throw at it.
RATIONALE
The main focus of the given brief was to ensure that Dulux could promote their Weathershield products with a campaign encouraging Australians to paint their homes.
This simplistic goal is reflected perfectly in our Dulux 3-Week Challenge: a participatory event with strong presence in the digital sphere encouraging Australians to paint their homes with the help of Dulux Weathershield.
The idea behind our campaign is to help homeowners overcome their aversion to beginning the ultimately time-consuming and potentially frustrating task of painting their home by inviting them, upon the purchase of Dulux weathershield, to join the Dulux 3-week challenge and join the online community of people undertaking it also. All of our communication messages, be it TVCs, social media posts or copy on the website and app, contains copy reflective of the single minded proposition, that Weathershield can handle whatever the Australian climate can throw at it.
This reflects the insight provided in the brief regarding how consumers feel about the task of painting- “Painting the outside of my house is a big project- it’s difficult and time consuming.” Our campaign addresses this by providing a guide that breaks down the process into smaller, achievable steps that are far less daunting with the added support of a shared virtual community of people doing the same.
Upon registration, members gain access to the step-by-step instructions on the Dulux website and app, and can follow the progress of others by keeping connected with the hashtag #getyourpainton on uploaded photos. They can engage with the brand itself and other users through open discussions and FAQ’s, making the entire process easier and more rewarding.
By giving home owners a reminder to paint their house (the TVC), providing them with all of the information and products they will need, giving them an active community to engage with and a reward at the end (the barbeque), Dulux guides the target audience through all of the steps of painting a house to completion, improving brand relations and perceptions whilst doing so.
Word-of-mouth recommendations are taken into consideration far more than paid advertising, and those who undertake the challenge are more likely to recommend Dulux to their friends and family, provided that they are pleased with the level of service provided to them by Dulux. Similarly, this same social sphere is likely to be reminded of Dulux as the ultimate outdoor paint brand if they are invited to the conclusory barbeque and are aware of what it celebrates.
While other competitors offer similar products for a cheaper price, causing temptation for consumers, our campaign calls for involvement, and goes above and beyond to help consumers with the project of painting a house, rather than just providing the paint.
The campaign works across several levels to engage the maximum number of potential customers.
