BRAND:
Dulux Weathershield
AWARD CATEGORY:
The Best Social Media Campaign
CAMPAIGN TIME RANGE:
19/11/2022 - 29/12/2022
CREDITS:
Creative: Nomades Production House: Happy Hour
CASE STUDY VIDEO
STRATEGY
Dulux Weathershield (DWS) holds VN market leadership position in Premium Exterior segment, driven by strong brand equity. However, as other exterior paints, the communication for DWS is primarily functional driven; has always focused on technology/ technical and superior weather resistance, primarily amplifying on the functional attributes of the product. Given that the competitors also follow the same route.
DWS is a premium exterior paint brand that is famous for its Ultimate Weather Protection and to reinforce this positioning, we launched Lighthouse campaign. With technical knowledge and technology, DWS can offer the best protection solution for the lighthouse. And at the core of DWS's positioning, the brand always plays the role of a silent "guardian" in life. Therefore, we want are pursuing the CSR mission to build brand love but not straying from the brand's message, reinforcing the role of the products “DWS wants customer to believe that “If Dulux Weathershield paint can "protect the lighthouse", then the product has the abilities and features to protect every Vietnamese house”.
INSIGHT
This project is suitable for the brand, in accordance with the features that the product brings. The lighthouse is a highly iconic work of durability, navigational function, standing at the head of waves and winds, having to cope with the harsh weathers of the sea. With that symbolism and challenges, the lighthouse was chosen because we believe that our products can provide the ultimate protection to the lighthouse.
Furthermore, if people see a paint brand that can confidently protect a building that faces frequently extreme weathers such as a lighthouse, they are also more likely to believe that the product will protect their houses. Protecting the lighthouse will be the most eloquent demonstration of what Dulux Weathershield can bring to the home.
According to our research, the average consumer paints their house once every 5 years, and the average person only does this 1-2 times in their life. With that such a long time, the element of “sustainable ultimate protection over time” of any materials used for the home needs careful consideration.
CREATIVE IDEA
As the core of the Dulux generally and Dulux Weathershield particularly is simply ensuring to protect what people love and value most, and that is their home. In “Lighthouse Protection”, we convey that message to everyone easier to understand, more community based.
Content Video: With the approaching by emotional factor to make a different impression in consumers’ minds, Dulux Weathershield chose video storytelling as a "weapon".
Concept “PROTECT A PROTECTOR”
The lighthouse to serve as a navigational aid and to warn boats of dangerous areas that makes it as a guard for people. Then Dulux Weathershield protects it means indirectly Dulux Weathershield protects people lives.
If the previous campaign, Dulux Weathershield developed this concept by exploiting the story of the lighthouse keeper, in 2022 we use the perspective of fishermen and their families, who are protected by the lighthouse day and night. The lighthouse is a symbol of the peace– “to see the lighthouse is to see home”. For them, the lighthouse is the "sea’s eye" that always fights against harsh weathers to guide seafarers home safely, helps them reunite with their beloved ones.
Following that idea, we wrap Dulux Weathershield message into an emotional story that transports people, simplifies information, and provokes an emotional response. Short film “Sea’s Eye” tells a touching story about the relationship and attachment between seafarers and the lighthouse. As the key hook of the campaign, the short film is invested in beautiful script, well-setting, and the combination of images and sounds to create a story that arouses emotions from viewers; expressing gratitude and love for the lighthouse passed down through many generations, from father's life to son's life.
To chain the content of the short film and the brand image, the image of Dulux Weathershield has been shown strongly, implicitly affirming the product message, with: “Lighthouse has been unceasingly protecting your beloved ones then We – Dulux Weathershield will continue unceasingly protecting lighthouse throughout the harsh weathers.”
A CSR activity told through a storytelling short film not only helps Dulux Weathershield build Brand Love but also cleverly promotes the outstanding quality of the product.
Following that, all the hygience contents and outreach activities are developed under that umbrella not only to encourage audiences to watch & engage with the film, but also to deliver comprehensive and consistent contents by contents’ emotional mood & tone, helps significantly amplify the audiences’ emotions further.
CONNECTION PLAN
To deliver the message entirely “Dulux Weathershield- Ultimately protect lighhouses and millions houses in Vietnam against harsh weathers.”, we divide the campaign into 2 critical phases:
Phase 1 (Nov-Dec 2022): to annouce Dulux Weathershield has kept on protection lighthouses by the 3rd one and convey the message “Ultimately protect lighthouses”
Phase 2 (in propress to launch in H2 2023): to set the relation between the lighthouse and house to make the brand closer to consumers, resolve the question the reason why Dulux Weathershield has protected lighthouses and how it is relevant to them. Following that, we reinforce the proposition of Dulux Weathershield in protection millions houses in Vietnam to encourage product purchase.
PHASE 1 - PLAN
Stage 1: The communication campaign starts with teasing content on social channels to remind consumers of the previous 2 lighthouse protection campaigns after 2 years of hiatus due to the pandemic. Since then, Dulux has aroused curiosity about the repainted lighthouse in 2022 with a teaser video about the fierceness of thunderstorms to a seafarer.
Stage 2: Launch hero content (Content Video) "Sea’s Eye" with intergrated activities on Social, PR, and OOH channels to promote the video and stories surrounding the project.
Stage 3: Extending the buzz of campaign through PR channels, OOH; thereby encouraging product purchases in post launch.
SOCIAL
Social is prioritized to increase the spread of the campaign; not only reach the target audience, but also expand the reach to a variety of social network users.
In addition to promoting the short film "Sea’s Eye", social posts were deloyed to help convey the images and messages of the short film to viewers such as: Thank you series from the children of the sea; series of sharing moments and lighthouse meanings…
Apart from content created by brand, the experiences and reviews from the viewers are one of the valuable contents, capable of conveying the campaign’s message of the campaign in a more attractive and convincing way. Therefore, Dulux Weathershield organized a minigame on the fanpage, and cooperated with Influencers and Communities (Community groups) to encourage UGC (User Generated Content). The contents and activities were customized according to the content orientation and the expertise of each group. Notable examples include:
Public Relation
Press communication is focused to create wide coverage on digital platforms. The PR plan was carried out in two phases:
PR articles were developed under different aspects of content, widely and continuously on press channels:
Others:
Key customers: Particularly, key customers such as distributors, retailers and contractors, we leveraged the specific communication channels of each group to introduce the campaign. Thereby, increasing the connection between the brand and key customers.
AkzoNobel communication: to leverage channels of AkzoNobel globally (including staff’s pages, corporate channels in Linked, FB) to support spread the campaign widely not only in Vietnam, but also internationally.
OBJECTIVE-BASE KPI
The targets:
The outcomes:
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