Marketing Magic: Tackling painterly procrastination
PPG's Dulux Paints brand has a new campaign in town, and it's aimed at the chronic painting procrastinators among us.
The television campaign aims to encourage homeowners to tackle the painting projects they've been meaning to get around to by highlighting the "non-excuses" people use to put them off.
The campaign will also feature print, digital, and social media initiatives to help people spring into action.
“Not all homeowners are Pinterest junkies or do-it-yourself aficionados,” said Martin Tustin-Fuchs, brand manager, Dulux Paints by PPG. “The immediate satisfaction provided by a fresh paint job is often overshadowed by the prospect of preparation and decision-making related to painting, so people live with patchy paint jobs and regrettable colour choices for months, even years. It can become a real source of frustration and conflict in some households. For this reason, Dulux Paints wants to provide support, encouragement and a real sense of excitement about improving one's living environment.”
Dulux Paints stores across the country will also be at the heart of the “Procrastinators Anonymous” movement, offering expert advice and incentives, such as the “Buy-One-Get-One-Free” promotion, throughout the year.
“Our hope for this campaign is that it will make people laugh, but more importantly, it will position Dulux Paints as a resource to motivate and assist do-it-yourself painters with their painting needs,” Tustin-Fuchs continued. “Our in-store experts often double as coaches, and we encourage Canadians to take advantage of the support and expertise we offer in our stores.”
The campaign launches April 10, and the “Buy-One-Get-One-Free” promotional sale begins April 17.
