STORY 

We created a series of stimulating colour schemes and let parents know how they could use them to create inspirational environments.

 

We launched our campaign on Children’s Day in China – a holiday when schools shut, and parents spend time with their kids – and spread our message with TV, Digital and OOH ads.

 

We asked parents to share their redecorating stories and shared social content explaining how colour influences character.

More than 50% of walls in Chinese homes are white – it’s cheap and easy. Once done though, people don’t repaint for eight years.

 

We needed to inspire them with Dulux’s full-colour range and get them to paint more often.

 

More than a third of families in China have a child – and their education is a priority.

 

Research shows that bright and varied colours can stimulate a child’s imagination and development.

 

So, we would let parents know how Dulux’s wide-ranging paints could make their kid smarter.

 

We did it by starting a discussion about what kids’ rooms should look like. 

700m

Impressions

28%

Increase in sales

RESULTS