To showcase the longevity and toughness of Dulux Weatherhshield, we created the Surf Club Project. A project committed to painting the most exposed buildings in Australia – our Surf Life Saving Clubs. Their isolated locations make them the ultimate place to demonstrate the benefits of using Dulux paint. These iconic buildings will become permanent outdoor sites reminding people of the durability of Dulux Weathershield.

The project started December of 2011. Within 3 months, over 105 clubs signed up (a third of the 310 clubs in Australia). The projected response rate was 25 clubs in the first year. The first 2 repaints served as the basis for national TV ads telling the broader community about the project. Since launch, Dulux Australia’s Facebook page has more than doubled its fan base. And Surf Life Saving-specific post views and comments were seen as the direct reason for that increase. But most impressive, sales of Weathershield were up 36% YOY. An increase Dulux attributes to the campaign.