'ICI Summer Scorcher' by The Think Tank for ICI Paints AkzoNobel

About the Client Company
AkzoNobel is the largest global paints and coatings company and a major producer of specialty chemicals.

They supply industries and consumers worldwide with innovative products and are passionate about developing sustainable answers for our customers.Their portfolio includes well known brands such as Dulux, Sikkens, International and Eka.

Headquartered in Amsterdam, the Netherlands, they are a Global Fortune 500 company and is consistently ranked as one of the leaders on the Dow Jones Sustainability Indexes.

With operations in more than 80 countries, their 55,000 people around the world are committed to excellence and delivering Tomorrow's Answers TodayTM.

Strategy
A strategy was developed to provide for customer pull and merchant push through an integrated mix of front and back of house promotion. This route was chosen to encourage staff recommendation and customer choice and this promote brand switching, creating trial and repeat purchase of product.

A back of house promotion was created to challenge branches to compete on a regional and national level with each other whilst a front of house promotion rewarded customers for purchasing across a range of products above a certain value, offering them the chance to win a range of prizes instantly.