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M&M Awards Winners

M&M Global Award: Communications Strategy

This category celebrates the big idea that has enabled a brand strategy to perform across international markets.

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Campaign: Dulux: Let’s Colour

Entering Company: Mediacom International

Credits: Euro RSCG

Dulux’s ‘Let’s colour’ campaign focussed on bringing more colour into people’s lives across China, Thailand and the Nordic’s through the power of paint.

The brand believed that changing surroundings can have a huge impact on people’s moods and mindsets and targeted this methodology to turn emotional connections into sales.  

Dulux made a public commitment through 'The Let's Colour Project', promising to regenerate the ailing. In each market, key city locations were identified that needed a lick of paint and hit squads from Dulux worked with community groups to transform societies and generate word of mouth exposure.

Each project was filmed and documented to provide an undeniable tale that could be communicated alongside the physical impact of the colourful changes and was relayed across various media’s including TV, digital and out-of-home.

With a variety of targets globally the brand had to adopt its approach accordingly, whether it was educating the Chinese on DIY, rebuilding urban areas that experienced unrest in Thailand and focussing on women in the Nordics.

The results were compelling, seeing sales boost by 300% in China, attracting attention from 75,000 commuters in Thailand and receiving over 370,000 posts on their Facebook site from the Nordics.

Judges Comments:

The winner is a campaign that is a truly global idea

Watch the campaign video: