Dulux Heritage needed to up its emotional connection to make it accepted within the premium aesthetics market. Mediahub challenged the notion that paint brands need to be seen, not heard.

Through storytelling and immersive ASMR, that’s autonomous sensory meridian response soundscapes, they created audio content that brought to life rich colourful imagery showing that you don’t need to see a colour to feel and envisage it.

They chose Fearne Cotton’s Happy Place and Jessie Ware’s Table Manners to introduce Heritage’s colour palette using the power of language and sound.

68% of listeners recalled Dulux or Dulux Heritage – way above Nielsen benchmarks. There was an 8% increase post versus pre in recall amongst those planning to decorate in the next 12 months.

A picture may be worth a thousand words, but sound paints a powerful emotional connection.

‘We were very excited when our Mediahub team challenged the usual visual approach to colour and proposed the strategy of using sound to convey our ‘it’s a feeling’ campaign message. Working with Acast and gaining their insight and access to their talent helped us to use targeted podcasts to reach our core audience and challenge category norms.’ Sam Balloch – Head of Dulux Marketing.

Find out more on Mediahub.