BRANDTHINK Malaysia » Design/Studio

PR+Events: Dulux ColourFutures™ 2012 Launch in Malaysia

BRANDTHINK Malaysia — Sun, 20 Nov 2011 16:16:57 +0000

You're now reading an article from: BRANDTHINK Malaysia.

Every year, the international paints company Dulux comes up with a set of colour palettes for the year to come. The colour trend analysis of sorts is carried out by colour experts and members of the creative and design industry, who look at emerging international trends and synthesize it for consumers.

This year, BRANDTHINK was the agency tasked with the launch of ColourFutures™ 2012 in Malaysia (which also revealed the Colour of The Year for 2012). The agency was tasked with the planning and execution of the event along with the comprehensive media and public relations campaign.

www.youtube.com/watch?v=D228IlRpoUU

Event Objective

To create awareness and to educate and inform people on the colour trends for the upcoming year 2012. This campaign was also tailored to enable all audiences – partners and consumers alike to get a feel of what ColourFutures™ 2012 will entail. We want people to relate in a tangible way to the themes presented.

Execution

Held at Black Box MAP in Publika, Solaris Dutamas, the launch saw media and guests of Dulux in attendance, including Managing Director of AkzoNobel Decorative Paints for South East Asia and Pacific, Jeremy Rowe and Managing Director of ICI Paints Malaysia, C.W. Goh.

The all-black venue was an appropriate backdrop for bursts of colours (colourful carpets, photowalls, props, laser lights), which served as a reminder of the theme throughout the evening. The movable walls provided flexibility to build and create a space as we deemed fit for the event.

From the props to the launch gambit, everything was carefully selected and choreographed to befit the theme of ‘Possibilities’, which is also the theme of the Colour of The Year 2012. With this in mind, what better way to unveil the Colour of The Year 2012 than to have a group of energetic dancers reflect the theme of possibilities. Just as the dance routine came to an end, both Managing Directors were ushered on stage and together with the dancers tore off the white wallpaper covering the stage background, revealing Tea Dance – a blushing, lively red shade that is at once whimsical and serious, dynamic and soft, thus bringing about the dominant concept for 2012 “Possibilities” for the Colour of the Year.

The unveiling took centre stage as a group of flashmob dancers brought the place to live with their energy and dynamism in celebration of the upcoming year 2012. The upbeat dance routine was a showcase of what 2012 is able to hold for us with regards to the Colour of The Year 2012. It is a celebration of what’s to come. With the Colour of The Year, 2012 will mark a year of endless possibilities, of new things and great successes.

Creative Tinkering

With the advantage of being integrated, our Creative team was also involved in ensuring a clear consistent message for the launch. The thematic walls and the staging was beautifully crafted by our designers in collaboration with our PR team and the result is a consistent messaging clarity that greets the audience the moment they enter the venue.

The wall of color at the reception alluded the audience to previous years’ Colour of the Year, to showcase AkzoNobel’s long standing tradition of color trend research.

Along with ‘Possibilities’ as the dominant trend, there was also 5 related key trends for ColourFutures™ 2012. For the unveiling of these 5 key trends, five photowalls were custom-made and built for the event. Each of these photowalls corresponded to the colour palette and theme of each of the 5 key trends of 2012 – One Small Seed, Delicate Mix, Rediscovered Heroes, Living Scrapbook and Different Worlds.

Because of the amount of trends we had, the challenge was to make each trend carry a distinct meaning to the guests – they had to leave the event knowing that each trend was a separate entity with a different story in itself. To engage the guests and create a connection between them and the five trends, we created the idea of attaching corresponding items to the theme. Each photowall with an accompanying model and props served as a simple recollection of the trend. For example, the key trend One Small Seed is about our personal bond with nature, and had real plants and gardening tools as the accompanying props for the relating photowall.

With relatable memes created and the use of photowalls and props allow Dulux’s message to be imprinted into the audience’s memory. Otherwise, the print-out photos given at the launch serve as a backup, just in case.

PR Executions

As part of this project, BRANDTHINK arranged for an exclusive media interview for the Netherlands-based Aesthetic Manager of AkzoNobel Decorative Coatings, Heleen van Gent. A noted colour expert, Heleen shared about the journey that the colour experts from all around the world take in the discovery of ColourFutures™ 2012. Heleen also provided an insiders view on how colours are able to invoke senses as well as provide opportunities. She also shared about various colour trends and how these trends translate into every day lives for people from all across the globe providing readers a more in-depth knowledge of what of ColourFutures™ is all about.

See Press Releases: AkzoNobel, Dulux Unveils Colour of the Year 2012 around Theme of ‘Possibilities’

Result

Lauches have a way to focus the audience in on key themes and messages and a well-executed event leaves the message to linger for months to come. That’s exactly what was achieved with ColourFutures™ 2012.

In the 3 weeks following the launch, Dulux ColourFutures™ 2012 secured media coverage across a variety of newsprint and publications, ranging from business to lifestyle. The message and news was disseminated across a wide mass of audiences.

Here are a selection of some of the coverage generated:

TV Coverage:

www.youtube.com/watch?v=xgjibQ_ggsM

www.youtube.com/watch?v=cL79v3Z7quA

www.youtube.com/watch?v=AqoSJ_UQEME

Other Resources:

Press Release: AkzoNobel, Dulux Unveils Colour of the Year 2012 around Theme of ‘Possibilities’

Facebook Album: https://www.facebook.com/media/set/?set=a.10150471831778338.426078.37431508337&type=1

From our unofficial blog: Behind the scene look / Event Report

For more information about our PR and events services, please contact us at +60-3-22872255. We’ll be more than happy to assist you for your brand or product launch campaigns.

Related posts:

(Work) Lilly, creating a career that matters

BRANDTHINK Malaysia — Tue, 22 Feb 2011 07:23:32 +0000

You're now reading an article from: BRANDTHINK Malaysia.

Lilly, one of the global leaders in pharmaceutical innovation is set to open the Lilly Asia-Pacfic Shared Service Centre to serve the needs of Lilly corporations around the region. In Jan 2011, it set out to create a recruitment initiative that will change the way people think about the traditional accounting career.

Founded by Eli Lilly in 1876, Lilly is now the 10th largest pharmaceutical company in the world. Across the globe, Lilly has developed productive alliances and partnerships that advance its capacity to develop innovative medicines at lower costs. Lilly is consistently ranked as one of the best companies in the world to work for, and generations of Lilly employees have sustained a culture that values excellence, integrity, and respect for people

The Brief

In a extremely competitive environment for talented people, Lilly needed a way to stand out from our Shared Service environments as well as traditional career paths chosen by accounting and finance professionals. It needed a way to break-through the norm of working in an auditing firm or financial institution as the primary career choice. In addition to that, it needed Malaysia to see their brand as a global leader not just in pharmaceuticals but as a global employer.

The Campaign

Lilly believe that everyone of its 40,000 global employees contribute towards its mission to create, develop and deliver pharmaceutical products that solve medical issues that today are unmet. Lilly strives to save and improve lives through innovation in all aspects of the pharmaceutical industry, including its financial operations.

In order to tell the story of Lilly’s mission, we created a link between what Accounting & Finance professionals normally come across in their daily routines (the managing of financial assets, liabilities and the likes) and to what their work really contribute to.

The use of accounting concept to illustrate the point that there is meaning in the work they do help create a call for people who wants their work to means something more to apply and join Lilly’s global mission.

The first recruitment ad ran on 19 February 2011 and will continue with print and online executions in the following months.

Lilly's Print Recruitment Ad

Related posts:

(Event) Chandon Masterclass & Dinner with Bernie Wood

BRANDTHINK Malaysia — Tue, 29 Sep 2009 03:53:57 +0000

You're now reading an article from: BRANDTHINK Malaysia.

Chandon and Green Point, brands under Moet Hennessy Estates & Wines treated special guests to an exclusive dinner on the 28th September 2009. Hosted by Bernie Wood, Estate Director of Domaine Chandon Australia, guests were treated to exquisite experience of Chandon and Green Point as well as a sumptuous dinner prepared by Third Floor Restaurant, JW Marriott Kuala Lumpur.

A Masterclass was also held earlier in the day.

BRANDTHINK helped create the magnificent atmosphere for the guests. Our tasks include:

Decorations and Event Creation
Event Management
Design of Key Visuals
Menu Design & Creation

[Another event by BRANDTHINK. For more pictures of past and future events, please visit our Facebook Page]

Related posts:

FJ Benjamin Warehouse Clearance & Shopping Marathon

BRANDTHINK Malaysia — Wed, 20 May 2009 17:18:47 +0000

You're now reading an article from: BRANDTHINK Malaysia.

No related posts.

The race is on! Oscars ’09, Mon, Feb 23, 9am

BRANDTHINK Malaysia — Sat, 21 Feb 2009 09:33:49 +0000

You're now reading an article from: BRANDTHINK Malaysia.

Just a gentle reminder to movie fans out there that the 81st Annual Academy Awards is scheduled to run Feb 23 at 9am (or 8pm repeat), GMT+0800. For those of you who’ll be at the Star Movies special screening, see you there!

Related posts:

FJB Designer Clearance Sale – 20-22 Feb 2009

BRANDTHINK Malaysia — Fri, 13 Feb 2009 15:13:44 +0000

You're now reading an article from: BRANDTHINK Malaysia.

FJB Designer Clearance Sale – 20-22 Feb 2009

No related posts.

Channel [V] Presents Nidji Live!

BRANDTHINK Malaysia — Tue, 16 Dec 2008 08:40:50 +0000

You're now reading an article from: BRANDTHINK Malaysia.

Join Channel [v] at the concert of the year featuring band sensation Nidji! Just log-on to www.channelv.com/nidji. Or you can head over to the FaceBook event page.

Channel [v] Presents Nidji
Sun, 21 Dec 2008 8pm
Zouk Club, Kuala Lumpur

Related posts: