Delivery of an award nominated service

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Services • Covered

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The challenge

Established in 1931, Dulux has a strong heritage and is arguably the UK’s most well-known paint brand. However, Dulux strive for innovation, and with this a new brief was formed. 

Dulux wanted to help homeowners realise their vision for their homes through consultative support, more specifically interior design guidance. As a new service from an established brand, the communications challenge was to educate and inspire consumers about the service.

Our approach

Amazing Space was formed, a new concept and format for delivering interior design advice, via online consultations through the Dulux website. We collaborated with a network of Dulux departments on their new service, supporting them with all aspects of operations, branding and promotion for the service.

We worked closely with the team to create a new working environment through office branding and creative materials designed to educate staff working on the project. This helped staff to understand the brand promise.

Whilst creating the brand and the space to deliver to the service, we recruited and trained a team of interior design consultants and relevant managerial positions to run the scheme. Through a training framework and a comprehensive trial period we had a team of 45 ready to deliver an excellent customer experience.

Once live, we acted as an extension of the Dulux team handling all daily operations, including lead management, delivery of consultations, reporting and financials.

Additionally, we created demand for the service by working with partner organisations such as DFS and TSB to create co-branded communication materials, and attend key events, such as the Ideal Home Show in London. 

The results

Trained a team of

to deliver the service 

in The Drum
Marketing Awards

New Product/Service Launch
Strategy of the Year category 

From research
to launch in

“The quality of ongoing service delivery is a key element of their involvement moving forwards, and all feedback to date has been excellent. We are confident with Diversity working in partnership with Dulux on this service, we will always retain the customer-focused approach that led us to launch Dulux Amazing Space.” 

Dinny Court
Senior Marketing Manager, Colour and Design • Dulux