- Increase image attributes with previous research- Extend mother brand strategy - Further entrench 'Any Colour You Can Think Of' in the mind of the consumer -Create topicality and word of mouth - Underlying objectives are to create awareness and generate sales. Dulux has already created such high awareness the real challenge lay in improving that.

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.

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”.

This campaign originated on TV but was easily transferred into other media types, as the any colour you can think of concept was easy to apply in other media. For example; the outdoor site. Tactically we placed an outdoor billboard in areas close to cricket grounds hosting the World Cup Cricket matches.

Larger than life elements that are iconic in the South African context were identified and exploited to give the campaign a three dimensional feel. The ability to execute specific media environments and tactical opportunities demonstrated the value of the idea. The idea is both clever and unique in its simplicity. It 'exploits' a well known and much loved South African icon – the Jacaranda Tree in full bloom, and manages to associate the sentiments of a gorgeous Jacaranda lined avenue onto the Dulux brand. The concept captures the beauty of a natural element into the campaign.Consumer insights, timing and relevance are all integral elements in developing these tactical ideas.