Dyrup Sensidek
How to launch a paint that covers it all?
Say it like it is
How do you create awareness and arouse visual curiosity on social media while explaining that a new paint from DYRUP covers four important considerations for nature and people, while at the same time covering the most basic paint need – namely the wall itself that you want to paint?
We said it like it was: This paint covers it all!
At the same time, we portrayed its covering ability and by our choice of interior styling we proves that its environmental considerations make it safe to use, even in a children's room.
Deliverables:
Concept
TV ad
SoMe content
Key visuals
Instore/POS
What the duck?
We know that the competition for consumers' attention on SoMe is fierce, and to tap into the feed popularly known as "satisfying content", we use the liquid paint to create a visually appealing moment that acts as an almost hypnotic surrealism, that tickles the senses. “Why does paint float over a duck?” Get people to ask and stick around to see past the golden three seconds when many otherwise typically scroll on. We quickly create an understanding that the product is paint and by using green for a colour a link is created with the product's many environmental considerations.
TV & SoMe Film ad:
Full scale campaign
We unfolded the launch campaign in 360 degrees and have the key messages live across relevant platforms. From own channels and Youtube, Facebook and Instagram to TV and Instore.
Instore all elements were allowed to make full blast noise using strong colours, physical bath ducks and duck footprints on the floors in an otherwise rather conformist landscape.
