By enlisting two of the UK’s biggest media owners as partners in our drive for change, we were able to effectively maximise the impact of our campaign. Working with ITV and The Sun we created ‘seeing-is-believing’ style transformations to jumpstart the nation. Hijacking the 3 ad breaks within the final of 'Dancing on Ice' a media first of unique 60" as-live spots demonstrated a real home makeover taking place from start to finish in the time it took for ‘Dancing on Ice’ to broadcast – just an hour.Meanwhile, working with News International we took to the roads of Britain in our Dulux/Sun double decker bus asking consumers to nominate and vote for the projects in their communities that were most worthy of receiving a makeover. Dulux crews made over run-down local amenities such as scout huts, hospital radio stations and after-school sports clubs.

At campaign launch search volumes on the Dulux website doubled and increased overall by 160%. Orders for colour testers went up 175%. Purchase intent rose by 50% (Q Media bespoke research). Ad awareness was almost 30% better amongst recognisers of both Sun and ITV activity (Q Media).Sales generated through communications rose by 40% YOY (MediaCom econometrics). ROIs were almost 20% better for partnership activity vs the standard for TV spot airtime. In September alone, Dulux value share was up 42% vs. Crown down 13% and own label down 32% (Gfk).