Title	Making the Dulux Colour of the Year a UK smash
Brand	DULUX
Product/Service	DULUX COLOUR OF THE YEAR
Category	A03. Durable Consumer Goods including Automotive
Entrant	DEMOCRACY Manchester, UNITED KINGDOM
Idea Creation	DEMOCRACY Manchester, UNITED KINGDOM
PR	DEMOCRACY Manchester, UNITED KINGDOM

Name	Company	Position
Jennifer O'Grady	Democracy	Founder
Graeme McGilliard	Democracy	Insight Director
Abby Rooney	Democracy	Amplification Director
Hannah Lebon	Democracy	Group Client Services Director
Jo Cross	Democracy	Digital Director

Why is this work relevant for PR?

The Dulux Colour of the Year (COTY) is the biggest brand activation for the market leader, providing a platform to assert both its authority in colour and to drive sales. The 2019 campaign presented two challenges. Keen for high return on investment but in its 16th year, Dulux needed a PR campaign that would overcome fatigue, igniting consumer excitement to maximise year-round sales. Plus with Spiced Honey - its colour for 2019 - revealed in September, a massive four months before the product was actually on-shelf, Dulux needed a campaign that would successfully maintain awareness and consideration, bridging this gap.

Background

Colour of the Year 2019 was informed by an annual trend forecast from Dulux in which a panel of worldwide experts identify the mood of the moment. Dulux transformed that trend into Spiced Honey, representing our collective awakening as we tackled global unpredictability, perfectly capturing our desire to ‘Let The Light In’. It was supported by four seasonal palettes to show how the colour could be applied to any space. Objectives - Year-round communications plan to drive sales with target ‘reassurance seeker’ audience - Show that only Dulux’s tools, expertise and services can help transform spaces and change lives - Achieve cut through versus rival colour propositions from Pantone, Farrow & Ball and Valspar

Describe the creative idea (20% of vote)

Success relied on ensuring the reassurance seeker audience was given maximum opportunities to see, hear and read about Dulux as the authority in both colour trends and decorating know-how. To achieve this, we identified the most effective platform: transforming influential media voices into loud-and-proud advocates. Through compelling media relations we would harness their reach to endorse ‘why Dulux’ again and again. Generating a year-round media relations campaign structured to deliver impact around key seasonal DIY peaks, our advocates would influence and persuade reassurance seekers on our behalf. To convert them into advocates we would engage with coveted, content-driving activity. From VIP launches for editorial decision makers, to how-to videos, we would give them compelling reasons to feature Spiced Honey and its palettes month on month.

Describe the PR strategy (30% of vote)

Using a combination of quantitative research and competitor analysis, we identified the high reach media titles read by reassurance seekers. Desk side visits with their feature, news and digital staff helped identify a programme of written, visual and filmed content, crafted to their deadlines, that would enable us to secure share of voice over market competitors. To ensure their editors ‘signed off’ for month-on-month Dulux mentions in their titles, we embarked on a hearts and minds project to secure buy-in. Overcoming ‘16th year’ fatigue we hosted an intimate breakfast hosted by in-demand Dulux Creative Director Marianne Shillingford and exclusively revealed the colour ahead of a worldwide embargo. Finally a series of qualitative interviews with reassurance seekers revealed the appeal of Fearne Cotton. Analysing her media profile, we identified stellar media opportunities for high impact mainstream print, TV and radio coverage and negotiated a high-return partnership.

Describe the PR execution (20% of vote)

12-month campaign around three pillars: Launch event (September 2018) An exclusive event for 50 of the UK’s most influential decision makers responsible for high tier titles read by reassurance seekers. Drove emotional connection to Spiced Honey with immersive video storytelling, dramatic dawn-lit location, expert commentary - establishing Dulux authority, generating buzz and securing 12-month coverage opportunities. Extended launch reach with 30 deskside visits, using Google Glasses, to simulate sensory reveal. Three intimate influencer events (Jan - Aug) Inspirational workshops to hero the seasonal palettes. Immersed attending journalists and bloggers in Dulux colour expertise, with every element in the room reflecting palette. Scheduled to deliver coverage peaks around key DIY dates. Celebrity ambassador (Feb - Apr) Secured tpartnership with Fearne Cotton, leveraging her media/ consumer appeal and synergy with interior design and wellbeing. Generated raft of in-demand media assets including exclusive interviews, photography, videos and a data led news story.

List the results (30% of vote)

Media outtakes 532 inserts in 100% titles identified by reassurance seekers as titles they read 71 double page spreads 4 national front pages 80.7M OTS - 10 times the number of people who watched the 2019 Strictly Come Dancing launch Reach +137% on Denim Drift (2018 Colour of the Year) 80% coverage stated Dulux was an expert in colour 65% coverage revealed practical ways the colour could be used in the home, to empower reassurance seekers Business outcomes PR activity directly impacted sales with peaks of purchase in line with Fearne launch (Feb) and the associated data story (March) Sales outstripped any other Colour of the Year launches Strategy adopted as ‘best practice’ for AkzoNobel’s global territories for 2020 COTY Agency’s tentative six month contract extended to a permanent rolling relationship