Dulux - Interactive Campaign:
Dulux's new colour co-ordination system was created to help people discover a multitude of colours that liven up a home and compliment each other - offering ‘Colour help from your colour consultant'.
The TV ad successfully conveyed the breadth of colours and strong Dulux brand, but Dulux felt it lacked the depth to really drive understanding of the new in-store colour help tool. With the help of Sky Media and Initiative, interactive elements were added to the linear campaign to aid awareness of, the service while also encouraging brand engagement and interaction.
Campaign Objectives
- Demonstrate the new in-store colour help tool
- Increase brand engagement and interaction
- Drive consideration and colour mixing purchase
- Increase awareness of the colour mixing tester pots
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Insight
Response and Brand Immersion
The Dulux interactive element was recognised by 25% of adults in Sky homes (source), with over 320,000 of those choosing to press red to get a "free tester and ideas pack". That's around a 7% response rate - much higher than that of traditional direct marketing.
Those 320,000 did not just receive their free tester and ideas pack - they also spent an average of over 4 minutes interacting with the Dulux brand.
Ad Awareness
Further research was conducted by Continental to assess the effect of the campaign on the key measures of: awareness; impact on brand perceptions; and impact on purchase consideration. Two sample groups were researched - ad interactors and viewers to just the ad.
When asked "which household paints have you seen or heard any advertising for recently?" 84% of interactors spontaneously mentioned the Dulux ad compared to 49% of viewers to only the ad - that's more than a 71% increase in spontaneous recall. Interactors were also able to spontaneously recall more content from the ad compared to those that just saw the ad but didn't interact.
Purchase Consideration Increased
28% of interactors were already pre-disposed to Dulux and nearly all of them said they were now likely to go on and purchase Dulux. Of the remaining 72% of interactors who were not pre-disposed to Dulux prior to seeing the ad, 7 out of 10 said they were now likely to purchase Dulux.
Meeting the Objectives
Objective: Demonstrate the new in-store colour help tool
The use of interactive allowed Dulux the platform; time; and flexibility to fully demonstrate their colour help tool.
Objective: Increase brand engagement and interaction
With interactors spending an average of over 4 minutes in the interactive site Dulux's engagement and interaction was taken to a level unobtainable through other TV methods.
Objective: Drive consideration and colour mixing purchase
Those who had Interacted had a greatly increased purchase consideration to Dulux.
Objective: Increase awareness of the colour mixing tester pots
Dulux delivered over 320,000 tester pots and idea packs as a result of requests from the interactive campaign.
"After the success of Dulux's first interactive advertising campaign to distribute samples in March 2004, the launch of the in-store colour tool offered the perfect opportunity for Dulux to add depth of communication through a DAL. Results from the DAL were so impressive that we have re-run the interactive element on our August airtime activity".
Patrick Owen - Group Account Director - Initiative
