Repaint cycles are about 8 years per occasion in China, and Chinese consumers usually choose white color to repaint their homes. For a paint brand like Dulux that boasts over 1,200 colors, we wanted Chinese consumers to experience our full range of colors and increase repaint frequencies.
A child’s education is an extremely high priority for parents in China. Through research, we found that continuous exposure to varied colors can stimulate a child’s creative development.
Dulux activated our campaign on Children’s Day when children benefit on top-of-mind for parents. Contrary to category norms, we activated our campaign in family community OOH’s, and even on education apps. We encouraged parents to explore a wider color palette to help with child development. Dulux as the professional color master designed a series of color schemes for children rooms just in time for Children’s Day in China. Thus, both increasing sales, and decreasing the repaint cycle.