Dulux goes big on Changing Rooms return to Channel 4
Dulux is launching a fully-integrated campaign for tonight’s launch of Changing Rooms, which is being rebooted on Channel 4 after a 17-year absence.
The AzkoNobel paint brand is Changing Rooms‘ first commercial partner and is launching the campaign alongside Shine TV, Channel 4 and its media agency MediaCom.
The campaign elements include episode idents, product placement, a podcast on decorating homes, an influencer programme, social media promotion and PR.
The project was created and developed during the pandemic, with the objective of helping Dulux navigate the challenges of Covid-19 and putting the brand front and centre in the crowded home decor space.
Dulux wanted to re-engage with a younger audience and use Changing Rooms as the canvas for its range of colours, paint effects and decorating services.
The show will also feature Dulux Select Decorators, a collaboration with Changing Rooms‘ designers to bring to life interiors and paint techniques.
Meanwhile, singer Peter Andre and television and radio presenter Clara Amfo will spearhead a multi-platform influencer campaign across Instagram, TikTok and Pinterest to encourage younger viewers to capture their own confidence and style.
To grab the attention of younger viewers, Dulux has also created an augmented reality “brand effect” on TikTok will provide interactive visual effects that virtually transforms rooms at the touch of a button. The brand is also investing “enriched content” on Pinterest, while bloggers will provide tips and tricks on redecorating a home.
Nuno Pena, Marketing Director of Dulux UK & Ireland, said: “We took a unique collaborative approach across brand, agency and production team to produce a truly integrated experience.
“The activity promises to drive engagement through the line and will see us invest in new channels such as TikTok for the first time.”
Changing Rooms will run six new weekly episodes from tonight, having aired originally between 1996 to 2004. Anna Richardson will host the show, alongside Designers 2LG, Jordan Cluroe and Russell Whitehead, with appearances from Laurence Llewelyn-Bowen, the programme’s erstwhile host for one series. Carol Smilie was the show’s presenter from 1996 to 2003.
The MediaCom team involved in bringing to life the campaign include:
- Creative Systems: Lowri Jones, Freddie Brown, Paul Tremain and Andrew Gifford
- Idents: Naomi Barnwell and Mike Gibbons
- Planning: Michaela Jegede, Gareth Allen, Anna Townsend, Dominic Carter and Victoria Tait
- Influencer programme: Bonita Samuels, Emily Trenouth and Laura Noet.