Dulux Outdoor, DM WALLS ARE DANCING by BETC Euro Rscg Paris

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Industry Paints, Paint Brushes, Adhesives
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Direct marketing
Market France
Agency BETC Euro Rscg Paris
Creative Director Mr. Olivier Apers
Art Director Lemarchand Jordan
Copywriter Deschamps Julien
Released May 2010

Credits & Description

Category: Ambient Media (Large Scale)
Product/Service: PAINT
Date of First Appearance: May 23 2010
Entrant Company: BETC EURO RSCG, Paris, FRANCE
Creative Director: Apers Olivier (BETC Euro RSCG)
Art Director: Lemarchand Jordan (BETC Euro RSCG)
Copywriter: Deschamps Julien (BETC Euro RSCG)
Music Supervisor: Caurret Christophe (BETC Music)
Production: Rita Films (Rita Production)
Producers: Teicher Michel/Camila Mendez (BETC Euro RSCG)
Music: Monsieur Monsieur
Music: BETC Music
Media placement: Outdoor - Walls in Paris, Lyon, Marseille - June 2010
Describe the brief/objective of the direct campaign.
In France, retail environment is very hostile for brands, especially in DIY. Dulux Valentine, as leader of its category faces an increasing pressure on market shares : the main challenge is to generate brand preference vs private labels to justify its higher price.
The aim of the brand was ambitious: redefine the category drivers to recreate a stake when choosing brands, with a strong vision about the role of paint in people’s lives: paint should not be considered only as an industrial product but as an inspirational, noble decorative item and a tool of self-expression one can be proud of.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To display paint as a tool of self-expression in a dramatic way, we made the walls of 3 big French cities dance, just by using coloured paint.
The performance began before people’s eyes in Marseille, Lyon and Paris with famous mural painter MWM. Each stage of MWM’s work was captured on film by the young collective of directors Le Groupuscule – gathering over 700.000 images by the end of the project – in order to make a music video for Monsieur Monsieur’s new track “Walls are dancing”, in which Dulux Valentine paint literally made the walls dance.
Explain why the creative execution was relevant to the product or service.
This execution was a radically new way of speaking about our category, while remaining, at heart, a pure product demonstration. It helped us change the perception of our product dramatically :
➢Paint used to be seen as a canvas for design items, we made it a tool of self-expression
➢The category was always based on the functional benefits of the products, we talked about the effect colour can have on people’s lives t.
➢Dulux Valentine became a relevant and innovative brand among an audience of trendsetter's and people interested in design and art, expanding our category from DIY into design.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The trailer and the painting events themselves generated tremendous interest from the public. The project has been adopted by the art community, far from being the main target of the brand and usually very wary (especially in France) of brand initiatives, and with advertising in general.
The PR coverage was very qualitative and enthusiastic, we could get out of our decorative/paint category and reached cutting edge, innovative, design, art, lifestyle media (Fubiz, Creative Review, Shots, Best Ads on TV, Libération Next, Direct Marseille….) for the first time in the brand’s long history.