For this emotionally-driven online campaign, Dulux sought to communicate the power of renewal and the brand’s role in bringing rejuvenation to homes across China.
Within the context of Chinese culture and the demands of Chinese consumers, renewal is particularly important. For them, the demand for renewal is not simply routed in the desire impress others. Instead, there is something much larger at play: family.
It was found that Dulux’s core consumer segment saw home renewal as an integral part of cultivating happiness in the home, particularly in homes with children and parents who want their children to feel the warmth and joy of home.