Paint manufacturer Dulux launched a consumer campaign at the start of the year showing how making a small decorative change to a room could make a huge difference to its look. Ahead of this, it wanted to launch the campaign internally to staff on their return from the Christmas break.
Challenge
The internal project needed to follow the same design guidelines as the consumer campaign and achieve several objectives; to raise awareness of the forthcoming marketing drive, encourage staff to engage with and believe in the campaign’s rationale, improve the head office working environment and provide a tool to the sales force to sell the product to resellers.
Solution
Staff returned to work to find two giant outdoor billboards advertising the campaign in staff car parks, and the head office rebranded with ‘What Would You Change?’ materials and communications. In keeping with the consumer campaign, 13 ‘change areas’ had been selected, with staff members encouraged to vote for colour schemes on a dedicated website Change Ambassadors were appointed to campaign for their designs and were given a badge and ‘logo bugs’ (coloured furry toys) to give out to voters. They were also instrumental in conveying the campaign message to laboratory and workshop based staff without internet access.
Staff were also encouraged to make changes to their own homes and upload ‘before’ and ‘after’ images to the website using a ‘rate my room’ function. Site visitors could leave comments and at the end of the campaign, renowned interior designer Kit Kemp judged the top three rooms – whose owners won Red Letter Days Orange Experience vouchers.
Beforehand, during the Christmas break, a postal mailer was despatched to 2362 home addresses of staff members. The mailer included unique log ins to a dedicated website and a voucher to be redeemed for Dulux products.
Throughout the campaign, regular emails detailing the latest events and programme milestones were also sent to maintain engagement. A series of practical masterclasses were also held to give staff members hints and tips on decorating their own rooms. These were also available to download as PDFs.
Other campaign collateral included branded tent cards on office desks and in meeting rooms, a campaign DVD explaining the consumer campaign and providing a tool to help sell additional product to resellers, and branded traffic cones and tape, used to mark off areas whilst the office decoration work was carried out.
Results
In total, 1134 individuals logged onto the site, more than 400 decorating vouchers were redeemed and the head office gained 13 improved work spaces. More than 55 per cent of staff took part in the voting, and 60 staff volunteered to help decorate the areas. Phase two of the campaign was launched in the summer.
