Dulux Color Run
Dulux Colour Run
Creating the strongest association for Dulux as a co-sponsor in the Color Run
Executive Summary
The 1st Color Run event in Indonesia was sponsored by CIMB Niaga Bank as the main sponsor, and Dulux as a co-sponsor. This was the 1st Color Run event in Jakarta, the awareness and the hype were still low. The main sponsor enjoyed a lot of exposure benefit from the event organizer.
Stated as “Happiest 5k on the planet” the event relates strongly to Dulux as a paint brand. Dulux wanted to create the strongest association between the event and Dulux brand, in target audience’s mind, the Indonesian young netizens. By creating a smart digital contest prior to the event, continued throughout the D-Day and another contest after the event, beside broadcasting the event video through YouTube, Dulux successfully created the strongest association between the event, Color Run, and Dulux, a paint brand.
Objectives
Communications Objective: to create the strongest association between the event and Dulux brand, in target audience’s mind, the Indonesian young netizens.
Digital Objective: to spread #duluxcolorrun hashtag in social media with massive volume, exceeding the reach and the impression of the main sponsor activities in social media
Target Audience Analysis
Serious Runners – they participated in the running event because of their passion and concern regarding their health. They love running and would do anything to participate in a running event.
Just-for-fun runners – they participated in the running event to be seen and connect with the hype, to have fun with friends. Price may be a problem for them.
Potential Dulux customers – who loves colors and think about decorating their house or other properties. They need to know in great details about the colors that Dulux has to offer, and that would brighten, uplift their life, like what the Color Run does
Challenges
This was the 1st Color Run event in Jakarta, the awareness and the hype were still low
The main sponsor enjoyed a lot of exposure benefit from the event organizer. As the main sponsor they also had the right to name the
event as “Color Run presented by CIMB Niaga.”
The main sponsor was a famous bank, a popular Malaysian-Indonesian bank, which was already close to the heart of the target audience,
while Dulux is a totally foreign brand, not as close to the heart, when compared to the main sponsor.
The running event participation fee was considerably high for the target audience (IDR 250,000 or USD25).
Budgets: USD 7,400
Planning & Execution
Strategy:
Sharing via social media is hugely popular in Indonesia, so Dulux decided to combine social and fun running to raise brand awareness and create the Dulux Color Run – the loudest 5K run on social media. Runners ran with their avatars online for the chance to win free tickets to the Colour Run event. Runners used social media as a platform and the hashtag #DuluxColorRun to share their splash of happiness as loud as possible.
Dulux’s key message created a strong link between the event and Dulux’s mission, and personality: to add color to bring health and happiness in the life of Indonesian. It was also linked to Dulux’s global campaign, Let’s Colour, an implementation of Humanity City concept where Dulux actively promoted fun, colourful and healthy urban lifestyle which made the people emotionally closer to the city.The participation fee was considerably high for the young netizen runners. A contest that could help them win free tickets would be interesting.About 6 weeks prior to the event, a digital interactive contest via a microsite was designed to create a massive hashtag tweet volume and reach in social media realm.Buzzers and Dulux digital assets were carefully investigated to be utilized to create further hype before and after the eventIndonesians love selfies and group photos, so photo contests on the D-Day and afterward was also designed to boost awareness and association between the event and Dulux brand.Execution:Digital contest to create the pre-event hypeA microsite was created special for the event to conduct a fun digital contest. Each participant had to generate a tweet using #duluxcolorrun hashtag in social media, with tickets to race for the prizes.
The digital contest participants had to participate frequently to win – which generated a lot of tweets. The more they tweeted, the further their virtual runner would run, and the further our hashtag would spread as well. Tweeter buzzers and Dulux’s social media assets were used to create a hype about the event and the digital contest.
Online media campaign was launched to invite digital contest participants and drive traffic to the microsite
A press conference was organized to create the link with Dulux’s mission, personality and Humanity City concept through the media.
D-Day buzzingA photo contest for the runners to share their fun, and to share it to the social media with #duluxcolorrun hashtag
Amplification post-event hypeConducted another photo contest about the event in social media to push the reach and impression of the #duluxcolorrun hashtag
Video documentation from the event was posted in Youtube to extend the campaign hype
Creativity and OriginalityThis is the first event of its kind in Indonesia. There has never been a digital running contest conducted before.
Effectiveness / Results
Evaluation of Success / Measurement
The number of contests participants: 691 participantsNumber of tweets: 28,200 tweetsReach and Impression comparisonImpression: Dulux 24,556,426 vs Main Sponsor 4,107,954 à 6 times higher than the main sponsor
Reach: Dulux 8,666,543 vs Main Sponsor 1,239,877 à 7 times higher than the main sponsor
Dulux successfully reached the objectives and created the strongest association between the event and Dulux brand, in target audience’s mind, the Indonesian young netizens.The campaign was recognized as:The Best Interactive Of The Week from www.bestadsontv.com (http://www.bestadsontv.com/ad/68125/Dulux-Dulux-Color-Run)One of the highlighted and featured campaign in AdsOfTheWorld.com (http://adsoftheworld.com/media/online/dulux_dulux_color_run)