The Let’s Colour Project is a worldwide initiative from Dulux to transform grey spaces with colourful paint. A mission to spread colour all over the world. We follow the concept in an innovative way in Vietnam.
We build up The Let’s colour concept to a big campaign nationwide, AkzoNobel joined hands with UNESCO to run a series of social activities & social event:
- Painting training course: to help disadvantaged people to have a paint career with a certificate from UNESCO Education & Akzo Nobel. Dulux will create a channel to connect new painters & contractors.
- Repainting the famous heritage buildings across Vietnam with Dulux colour.
- Social activities follow such as students clean the city, donate to the community, etc..
Marketing opportunity:
- To rejuvenate Dulux's brand with lively nuances and emotional touch.
- To deliver the brand’s message: Dulux is not only about the paint products with superior functional benefits, but also brings about the livelihood and vitality to wherever it comes.
- To exhibit that Dulux is highly responsible and always committed to the community contribution.
- A series of PR-purposed Let’s Colour events in Vietnam key cities.
- A thousand of guests and volunteers per each event to create “talk of the town” and generate enormous publicity gravity.
- In cooperation and co-branding with UNESCO to gain the maximum supports of government and deliver a credible message to the target audience in terms of the community contribution and cultural merit.
- “Talk of the town” impact: big Let’s Colour events with the participation of thousands of volunteers in key cities to generate enormous publicity impact and draw the attention of the public.
- Neutralized brand message: in cooperation and co-branding with UNESCO to make the delivery of the brand’s message more credible and receptive in terms of the community contribution and cultural merit.
- Product relevancy: re-painting historically / culturally symbolic works (schools, hospital, children house) is a pivot of each event to make it well associated, relevant to Dulux products.
- TW Hospital - Hue 2010
- Quoc Hoc High School - Hue 2010
- The Indochina University - Hanoi 2010
- National Museum of Vietnam History - Hanoi 2010
- The Phuc Xa village resident - Hanoi 2010
- Pediatric Hospital 2 - HCMC 2011
- Vietnam History Museum - HCMC 2012
Target audience hits:
- Pre-event PR: 2,300,000 hits
- Post-event PR: 900,000 hits
Press hits:
- Off-line press hits: 11,200,000 hits
- On-line press hits: 3,000,000 hits
