Dulux launches new innovative Colour App + TV spot via Isobar and Clemenger BBDO, Melbourne


Screen Shot 2014-04-01 at 7.31.36 am.jpgDulux has launched Colour App, an innovative new app designed by Isobar, offering a seamless user experience from colour inspiration to paint selection for decorators and DIYers.

To support the launch of the app, a TVC has also been unveiled via Clemenger BBDO, Melbourne.

Screen Shot 2014-04-09 at 9.52.29 am.jpgDulux marketing manager Lisa Madigan says the TVC brings the insight behind the app to life.


Says Madigan: “How often have you seen an amazing colour – either in nature, in fashion or out and about – but been unable to find it when you go into the paint shop? The TVC dramatizes this with people literally taking the colour from inanimate objects and bringing it home.”

The app is already proving successful, with almost 8,500 downloads to date.

Isobar was briefed to develop an app designed to provide consumers with practical and functional inspiration from the world around them. Also critical in the brief was the need for the app to provide a clear path from inspiration to decisions.

Isobar has worked with Dulux as a preferred digital partner since December 2012, working on the brand’s digital strategy and vision, with the goal of supporting and elevating Dulux’s position as the category leader.

Says Rebecca Sacher, Dulux Colour brand manager: “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.

“We are dedicated to maintaining our market leading position in the design and colour space and this has been a great investment for our business.”

The branded utility app has seamless functionality, using image recognition to pick up colour from the user’s surroundings. The app then provides the closest match to colours from Dulux’s database of over 4,500 paint colours. The user can visualise the colour in various interior and exterior settings, or browse the colour wall to select colours from a similar spectrum.

The app also incorporates other Dulux assets, including its 2014 Future Tribes colour trends and the best selling Dulux Colours.

Says Erik Hallander, director of mobile & innovation at Isobar: “The Dulux Colour app’s core focus is making it easy to capture colours in everyday life, and exploring the big range of Dulux colours in a fun and interactive way.

“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.”

Dulux Colour App Functions:

  • The ‘Colour Capture’ function finds the closest Dulux match to any colour using your camera phone, which you can then save or share via facebook, Instagram or twitter.
  • The ‘Visualise Colour’ function allows you see how your favourite colours look in different interior and exterior settings.
  • The ‘Browse Colour’ function allows you to browse from over 4,500 Dulux colours.
  • The ‘Save Favourite’ function allows you to browse and save your favourite colours.
  • The Dulux Colour App also provides swatches and inspirational images on the latest colour trends as well as Dulux’s most popular colours.

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

Art Director: Dan Jones

Copywriter: Chris Hillary

TV Producer: Marta Besevic

Group Account Director: Dan Lacaze

Senior Account Director: Marnie McKenzie

Account Executive: Alexandra Carroll


Production company: Collider

Director: Angus Lee Forbes

Producer: Catherine Warner

DOP: Lee Miller

Post Production: Method Studios