The Let’s Colour Project is a worldwide initiative from Dulux to transform grey spaces with colourful paint. A mission to spread colour all over the world. We follow the concept in an innovative way in Vietnam.

We build up The Let’s colour concept to a big campaign nationwide, AkzoNobel joined hands with UNESCO to run a series of social activities & social event:

• Painting training course: to help disadvantaged people to have a paint career with a certificate from UNESCO Education & Akzo Nobel. Dulux will create a channel to connect new painters & contractors.
• Repainting the famous heritage buildings across Vietnam with Dulux colour.
• Social activities follow such as students clean the city, donate to the community, etc..

Key message: “Adding colour to people’s lives”

Marketing opportunity:

• To rejuvenate Dulux’s 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 a 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 the participation of thousands of volunteers in key cities to generate enormous publicity impact and draw the 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.

The campaign run in 3 years across Key cities, certified for over 2,000 painters; over 10,000 students from universities participated in events contribute to clean our cities; donated to over 2,500 gifts sharing the paint with the victims of the flood in central; and many famous heritage buildings had been repainted with Dulux Colours:

• TW Hospital – Hue 2010
• Quoc Hoc High School – Hue 2010
• The Indochina University – Hanoi 2010
• National Museum of Vietnam History – Hanoi 2010
• The Phuc Xa village resident – Hanoi 2010
• Pediatric Hospital 2 – HCMC 2011
• Vietnam History Museum – HCMC 2012

Publicity & PR communication hits:

Target audience hits:

• Pre-event PR: 2,300,000 hits
• Post-event PR: 900,000 hits

Publicity: 1,500,000 hits

Press hits:

• Off-line press hits: 11,200,000 hits
• On-line press hits: 3,000,000 hits