DuluxGroup is more than a client – they’re a part of the Scooter DNA. Beginning the day we opened our doors in 2015, the partnership has continued to grow and develop into an ever-evolving collaboration with many of DuluxGroup’s brands.
Paving the way for a revolutionary product.
Overview
Dulux was launching the new Concrete & Paving range, encompassing 12 products and a new, revolutionary three-stage system to treat and coat bare concrete and sealed surfaces.
Challenge
The new products were quite technical in nature and application and required a clear and user-friendly communications solution to ensure cut-through and drive engagement with consumers.
Solution
We launched the range with easy-to-navigate in-store experiences, using colour coding in bays that corresponded with the three stages of the product system. This was leveraged with training materials for Bunnings and IHG staff, ensuring they had the knowledge to guide consumers at the point of purchase.
A key part of the project was the design of a project planner microsite that gave consumers the ability to easily input customised fields to determine their required product. This laddered up to a suite of collateral centred around educating consumers and trade audiences about the range, including ‘how to’ content.
Finally, to gather interest and spark inspiration, we used appealing before and after imagery on promotional material, demonstrating how easy it is to achieve transformational results.
