Target Audience - Primary: home renovators - Aged 35-54 - Living in mid-outer suburbs of major cities !
Secondary: first home buyers Young families Aged roughly 25-34 Insights - Painting your house is a large expense in money and time - People cherish their homes because it is a big commitment - The exterior of the house is the first thing someone sees, people want to be proud of the way it looks -
Product - Dulux Weathersheild paint
Barriers - Price - Stigma
Idea and Concept - Main themes of love, loyalty and commitment - Show your house as much love as family and friends - Displayed in public areas of Melbourne
Execution Overview 1. Federation Square
2. Video
! ! ! ! ! ! !
3.
Southbank Installation
Fed Square
https://www.youtube.com/watch?v=ymCA79oA8c8&feature=youtu.be
Video
Southbank Installation