FMBX News

Mediacom helps Dulux bring colour to Home Trends at Westfield

The May Bank holiday saw Westfield London host the Home Trends Show sponsored by Dulux, Thursday 26th – Monday 30th May 2011. The Show saw a number of brands and retailers participating whilst the Dulux stand dominated the shopping centre’s central Atrium.

The five day Westfield London Home Trends Show featured a packed schedule of live interiors events, personal appearances and workshops designed to inspire, entertain and educate.

Several celebrity appearances were billed for the event including a strong rumour that the Dulux dog would make an appearance on the Saturday.

Live design demonstrations and daily discounts came from some of Westfield’s own interiors retailers including Habitat, Marks & Spencer, House of Fraser and Mamas & Papas.

As headline sponsor, Dulux’s ‘Let’s Colour Studio’ was used for a variety of brand engagements. ‘Let’s Colour Studio’ is a campaign created and arranged for the brand by Mediacom and staffed at the Home Trends Show by iD Staffing and Westfield’s own customer service staffing bureau Off to Work.  The event was part of an integrated campaign that includes TV, digital, press, social media, PR and experiential activity to introduce consumers to the Let’s Colour Studio and celebrate the brand’s 50th anniversary.

Shoppers were able to enjoy design advice and colour inspiration from Dulux through a range of experiences including:

• A range of easy-to-use electronic tools and services to help create beautiful decorating schemes for the home

• Practical tips on choosing colour and DIY

• Personal consultations from Dulux’s colour and design experts

• Availability of ‘Dulux colour trends for 2011’ on display in the ‘house’

• Free Dulux paint tester samples and wallpaper samples

• An interactive ‘paint by numbers’ wall allowing guests to put their colour skills to the test

• A ‘name a paint’ competition with a £2500 room makeover by Dulux as 1st prize

These activities were brought together both to connect directly with immediate prospective customers and to engage with a future fanbase. The last two experiences – ‘paint by numbers’ and ‘name a paint’ certainly brought out the playful side of visitors. Children enjoyed using washable paints to colour Dulux dog murals on one back wall of the stand, whilst a ‘cool wall’ style promotion for ‘name a paint’ saw a wide variety of amusing and creative suggested paint names on display from ‘Tickled Pink’ to ‘Blue Bottle’.

Other brand partners for the Home Trends Show made use of a stage at the far end of the Atrium with water filtering company Brita standing our with a high energy Mad Hatter’s Tea Party which saw performers from staff specialist Mash delivering engaging product insight whilst entertaining families and handing out designer water bottles.

Engaging performances for Brita were led for Mash by compere Stuart Loveridge who entertained families through tea time celebrations, sampling tea that was made with water that had been through purification using Brita.

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