'What would you change?' wins best internal campaign for Dulux

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.