Dulux given the starring role in Changing Rooms

Key Points

• As market leaders, Dulux had the task of reversing the decline that the painting and decorating category was experiencing
• Dulux brought back Changing Rooms as an AFP on Channel 4
• As a result, they sold an additional 5 million litres of paint

The Challenge

In the UK over recent years, the painting and decorating category has experienced a decline in penetration. In 2013 the category had 48% penetration, whereas in 2020 this had declined to 30%. In addition, Dulux’s brand scores for ‘provides great quality at affordable prices’ had declined along with consideration. Their market leadership was being threatened by a growth in competitors.

Dulux set a growth target of +2% in volume sales over three years, which was especially difficult because the number of British people repainting their homes had plummeted in recent years due to economic concerns and lack of financial security. Dulux needed to inspire the nation to pick up a paintbrush if they had any chance of hitting their growth target and improving their quality, value and consideration scores.

The TV Solution

Mediacom knew that they needed the breadth and scale of TV to create the impact they needed, alongside TV’s ability to tell stories and make an emotional connection. They brought back the iconic show Changing Rooms as an AFP on Channel 4 and, with a fully integrated partnership, were able to create a conversation with the nation.

Through the programme, they were able not only to get viewers excited about decorating their homes, but also to show them that it’s feasible and within their skill set. The core product featured in the idents was Simply Refresh which needs one coat only and so is easy to use.

They used product placement to help embed the brand into the body of the programme with over 200 Dulux colours used in the programmes. The way that Dulux paints were naturally integrated into the show, with the paint playing a starring role at the big reveal moment is a fantastic example of how to get product placement to deliver for the brand.

The Plan

The six episodes of Changing Rooms aired on Wednesdays at 8pm in Channel 4’s longstanding property slot. Dulux had sponsorship idents around the show, that featured the familiar Dulux dog and told a sequential story demonstrating how Dulux could transform your space.

The Dulux logo appeared in the main show title and also on promotional trailers for the show which aired across the Channel 4 network.

To support the AFP, Mediacom identified the moment in the show when the audience was largest and most engaged (the final break before the ‘room reveal’) and negotiated first-in-break spots for the Dulux 30” fame-driving TV ad. The partnership was extended into BVOD to reach younger consumers.

Alongside the Channel 4 airtime, there was addressable airtime on other channels targeted at people with a ‘high potential to decorate’.

Changing Rooms was integrated into Dulux’s social pages with content including ‘My Colour Stories’ and How-to videos that showcased painting techniques. Channel 4 socials featured cut-downs of show moments and a Changing Rooms social page was launched.  Dulux helped influencers to renovate their own spaces and in return they talked about the show’s return. There was Changing Rooms branding and talent assets in stores such as Wickes and Homebase.  

Results

• Penetration grew by 4 percentage points which meant an additional 5 million litres of paint sold
• Awareness of Simply Refresh jumped to 62%
• From a brand perspective, metrics like quality and value both grew by 20%
• Spontaneous awareness increased from 84% to 91%
• Consideration amongst the whole population increased by 11% and for viewers by 50%
• Changing Rooms was the best performing new 8pm series on Channel 4 for ABC1 ads, 16-34 ads and 35-54 ads with a peak audience of 1.9 million (equating to 11% of individuals)
• It was the biggest AFP launch for Channel 4 ever reaching 7.3 million people
• 600+ pieces of PR were generated
• The series was so successful that Channel 4have recommissioned it for another series
• The campaign won Best Use of Content and also the Grand Prix at the TV Planning Awards 2022

Databank

Sector: Homewares

Brand: Dulux

Campaign objectives: To re-establish Dulux’s market leading position and to encourage people to redecorate their homes

Target Audience: Homeowners

Budget: £500k+

Campaign Dates: The series ran for 6 weeks in August and September 2021

TV Usage: AFP with idents + 30” spots

Production Company: Endemol Shine

Media Agency:  MediaCom