DuluxThe Surf Club Project

Julia Heavey22 April 2013

Background

• Dulux is an internationally recognized leader of high-quality paint products, founded in 1918.

• Purpose– “At DuluxGroup we help our consumers to

imagine and create better places and spaces in which to live and work. We do this by applying knowledge, quality, innovation and inspiration”

• Brand mascot– Old English Sheepdog first introduced to

campaign in 1961• Brand slogan

– “Worth doing, worth Dulux.”

Campaign Context• Dulux sought to emphasize the quality and

toughness of their outdoor paint, Weathershield, through the Surf Club Project and partnership with Surf Life Saving Australia.

• The Surf Club Project aimed to help protect some of the country’s most important buildings from Australia’s harsh weather conditions, by donating money towards a “repaint” for every surf club in the country over the next three years. – Shows that Dulux supports the community and the people who

protect it– Started in Dec. 2011; continued until all 315 clubs are painted.

• Unique approach; brand exudes confidence with risky campaign.

Positioning

• To today’s homeowners, Dulux is the leading brand of paint manufacturer that offers long-lasting products and understands the effect of harsh Australian conditions on coastal establishments.

• TCB Model:– Target customer: Individual, male or female, looking to better the beach

community.– Category need: Customers need to protect their homes and workplaces

from UV damage, mold, and all types of extreme weather conditions. They want a solution that is made to last.

– Key benefit: With Dulux Weathershield, customers receive peace-of-mind that their home or place of work will withstand any harsh conditions.

• I-D-U Benefit Analysis– Dulux Weathershield is ensured to withstand any tough

weather conditions and protect Australia’s most important infrastructures.

Competitors

High Acclaim

Low Acclaim

DULUX

Market Share Above 40%

Market Share Below 40%

WATTYL

TAUBMAN’S

Dulux is currently the #1 largest brand in architectural and decorative paints in the industry, with Wattyl coming in second.

Dulux faces competition from several other exterior paint brands who claim to do the same thing (produce paint that will endure Australian climate) and have similar qualities, but still dominates over 40% of the market.

Target Audience

• Primary audience:– Demographic

• Surf Club administrators, local council members• Males & females, ages 30-55• Live or work near coastal areas of Australia

– Psychographic• Interested in preserving surf clubs and its members• Interested in community affairs

• Secondary audience:– Demographic

• First, second, and third homeowners, male and female, ages 25-60• Live on the Australian coastline

– Psychographic• Enjoy fixing up their houses, care about the aesthetic appeal of their

homes• "Surf life saving clubs sit on some of the most exposed coastline in Australia

and as a patrolling surf lifesaver I've witnessed the severe impact harsh Australian weather has on our clubs. The partnership with Dulux will breathe new life into surf life saving clubs to preserve these vitally important buildings for the next generation," said Surf Life Saving Australia President Graham Ford.

Tone & Executional

Tactics• Dulux uses a friendly, appealing tone in their ads to talk

about something that is rather serious and important to Australian life.

• The integrated campaign was meant to highlight the importance of Surf & Rescue clubs and the work that they do.

• Surf Club Project site was created to track the progress of the repaint initiative, including ways for anyone to help out and share their stories.• Photo-contests• Video profiles for painted surf clubs

• Results- 1/3 of Australian surf clubs signed up for a repaint immediately

after the campaign launch. - Dulux Facebook fan base doubled- Sales of Weathershield paint increased by 36%

ADS

TV Online

Outdoor

Sources

• http://www.duluxgroup.com.au/About-Us/About-Us/default.aspx • http://www.surfrescue.com.au/helpus/dulux-the-surf-club-project

/• http://www.dulux.com.au/products/dulux-weathershield-surf • http://www.wattyl.com.au/en/about-us/index.html?ref=aboutus_

homepage_footer

• http://www.mitre10.com.au/ • http://www.bunnings.com.au/products_category_exterior-paint_

1601.aspx?sort=priceasc&filter=categoryname--Wall+Paint&page=6

• http://www.theage.com.au/business/bunnings-puts-the-thinners-through-wattyl-20110328-1cdec.html?skin=text-only

• http://www.smh.com.au/business/dulux-paints-a-pretty-picture-20100719-10h3s.html

• http://www.coloribus.com/adsarchive/outdoor/dulux-weathershield-the-surf-club-project-16855605/

• http://surfclubproject.dulux.com.au/