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LONDON – 28th October 2004 – AGENCY.COM, the full service interactive agency, has created an entirely new Dulux site, providing striking visuals, inspirational content and rich interactive tools, with a supporting online advertising campaign. Breaking on the 21st October, the campaign aims to drive traffic to the revamped site.
The complete redesign of Dulux.co.uk is part of an initiative by Dulux, aimed at helping and guiding customers to achieve their desired end-effect by offering fun and helpful colour scheming and visualisation tools, including Dulux’s unique ‘Mousepainter’ tool.
The new website encourages visitors to collect inspirational colour ideas and save them into an online scrapbook to experiment with colour schemes in real roomsets. The site then guides the user through planning their favourite project idea, including ordering free colour swatches, so they can leave the website suitably inspired, confident and prepared to begin painting.
The initiative comes as Dulux aims to reposition itself as a colour expert in the market – adept at combining colours and creating style, and focussed on helping customers achieve their desired look at home
Alex Wright, Client Partner at AGENCY.COM commented: “We aimed to create a site experience that would make Dulux.co.uk the first choice online destination for colour scheming, help and visualisation, using innovative content, tools and rich design to achieve that.”
The online advertising campaign, which launches on 21st October, integrates with the ATL concept of “Colour Chemistry”, harnessed specifically for the online medium with a unique creative style.
In the online ads, colour swatches are characterised, or ‘humanised’. Different colour swatches are seen interacting in different scenarios – two swatches coming together in an embrace, or one swatch climbing from banner to banner in order to get to the other swatch.
Uniquely, each creative execution was specifically tailored around the media format or placement for that particular unit. The Roadblock and Overlay executions both specifically use or ‘play’ with the format as part of the ad, with the swatches climbing between pop-ups or across the screen from banner to skyscraper, and so on.
Similarly, all three standard banner executions were specifically conceptualised for the sites they were to appear on – dating, fashion and celebrity related sites.
The art direction on the ads was also quite unique in producing the human element to the swatches. Every movement was originally filmed with a camcorder as live footage which was then traced, frame by frame, into Flash in order to create super real human like movements.
Aimed primarily at women, aged 25 to 35 who are design and style conscious, the campaign will run on sites including Channel4 Homes, Glamour.com, Handbag.com, UK Style, iVillage and Lycos.
Phil Kent, Marketing Director for Dulux (ICI), said: “We recognise the importance of the Internet as a key consumer marketing and service channel, particularly when it comes to choosing paint colours, colour scheming and visualising what the end-result will be.”
AGENCY.COM’s creative site development skills, coupled with their understanding of the interactive customer experience, will go a long way in helping us achieve our strategy of repositioning Dulux as Colour Experts in our market and driving consumers to the site.”
AGENCY.COM was appointed in 2004 as the Interactive Agency of Record for Dulux UK, covering creative development, online advertising and interactive consultancy for the next three years.
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To view examples of the online campaign visit http://awards.london.agency.com/chemistry
To view the new Dulux website go to www.dulux.co.uk
For more information please contact:
London WC2R 0DW
T: 020 7964 8218
AGENCY.COM is a full service interactive agency. Since 1995 we have created effective Interactive marketing campaigns together with world-class web sites. We help some of the world’s leading brands, including 3M, British Airways, British Telecom, eBay, Hewlett-Packard, T-Mobile and Visa, get and keep customers online. Part of the Omnicom network, our offices are in Amsterdam, Chicago, Dallas, London, New York and San Francisco. Or visit us at www.agency.com
In an interactive world you need an Agency.com
Published on: 12:00AM on 28th October 2004