AKZO NOBEL - DULUX
We proposed the concept “Let’s colour – 1000 years Thang Long Ha Noi” follow our “Let’s colour” campaign nationwide, AkzoNobel joined hands with UNESCO to celebrate the 1000th year Thang Long anniversary with a series of event on Sep 2010.
As part of this collaboration, AkzoNobel Vietnam will be repainting the National Museum of Vietnam History, the Indochina University and Phuc Xa Village. This marks a significant milestone for Hanoi and the community programme by AkzoNobel in Vietnam.
•To rejuvenate Dulux brand with lively nuances and emotional touch.
•To deliver the brand’s message: Dulux is not only about the paint products with superior functional benefits, but also brings about the livelihood and vitality to wherever it comes.
•To exhibit that Dulux is highly responsible and always committed to the community contribution.
The “Let’s colour” campaign strategy:
•A series of PR-purposed Let’s Colour events in Vietnam key cities.
•A thousand of guests and volunteers per each event to create “talk of the town” and generate enormous publicity gravity.
•In cooperation and co-branding with UNESCO to gain the maximum supports of government and deliver the credible message to the target audience in terms of the community contribution and cultural merit.
Elements of the strategy:
•“Talk of the town” impact: big Let’s Colour events with participation of thousands of volunteers in key cities to generate enormous publicity impact and draw attention of the public.
•Neutralized brand message: in cooperation and co-branding with UNESCO to make the delivery of the brand’s message more credible and receptive in terms of the community contribution and cultural merit.
•Product relevancy: re-painting historically / culturally symbolic works (schools, hospital, children house) is a pivot of each event to make it well associated, relevant to Dulux products.