Dulux partner with Isobar to launch colour sample app
Paint brand Dulux is promoting its new colour app with an ad which sees people being inspired by colours they see around them in their everyday life.
https://www.youtube.com/watch?v=yyH_ZLs9zKQ
Created by Clemenger BBDO Melbourne, the 30-second commercial features people collecting colour samples from various things around them from billboards, to someone’s handbag.
It ends with the tagline “Bring inspiring colour into your home with our new app”.
The app was designed by Isobar and aims to provide customers with “practical and functional inspiration from the world around them” through using image recognition to pick up colour from the user’s surroundings and provide the closest match to colours from Dulux’s database of paint colours.
Isobar director of mobile and innovation Erik Hallander said: “We understood the upside of creating a very strong app in terms of influencing that path to purchase. This is more than a toy, it has a real role to play as the category evolves and Australians continue to consult with digital at store level.”
https://www.youtube.com/watch?v=7FBFyOi5JH0
Dulux Colour brand manager Rebecca Sacher said “Isobar has demonstrated a great understanding of the role of digital in the ever growing home improvement sector. We were so excited watching the evolution of this app; so much so that we’ve ended up significantly expanding its scope since brief.”
The campaign promoting the app is running across TV, digital and social media.
Credits:
- Dulux Marketing Director Murray Allen
- Dulux Marketing Manager Lisa Madigan
- Dulux Senior Brand Manager, interior Stuart McCausland
- Dulux Brand Manager, colour Rebecca Sacher
- Creative Chairman James McGrath
- Executive Creative Director Ant Keogh
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Great campaign!
The link in the overlay of the Youtube video has the wrong URL, and they’re only providing an iPhone app when Android has a majority share of the market in Australia.
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Duncan – I thought the same when I fell in love with Adobe Kuler (a very similar app that launched last year). I think it’s short-sighted for a brand to develop an app that only works on only 30% of smartphones.
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