We kicked off the project by inviting Kiwis to submit personal photos from the location that was most dear to them. If they did so, we incentivised them with free product samples.

Thousands of photos were submitted to a website where they were tinted with the specific colour for that location and then displayed in our online gallery.

We then took these tinted photos and created the entire promotion out of them. We made hundreds of one-off TV spots as well as press ads, in-store posters, online banners & eDM’s.

Every piece of communication featured a different location, demonstrating the extensive range and reinforcing the ‘Dulux’ and ‘Colours of New Zealand’ link. Even on a minuscule budget, brand ascription in the first 4 months alone nearly doubled from 27% to 56%. Furthermore, the idea became the core platform for all activity and customer interaction increased dramatically.