Pretoria is a large city in South Africa. It is particularly famous for its beautiful Jacaranda trees. These trees only bloom once a year and they transform the streets of Pretoria into a sea of purple. The billboards were erected to run precisely before and after the blossoming. Expressing all the shades of Purple, relating to Dulux and its pay off line “Any Colour You Can Think Of”.

To calculate the financial efficiencies, we look at the increase in revenue versus the increase in media spend for January – September 2002 over January – September 2001. The media spend on the new campaign January – September 2002 was almost 3 times that which was spent on the old campaign in January – September 2001, the revenue of the company more than doubled.