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Bēhance

  • Objective:
    Raise brand awareness and consideration of Glidden Brilliance Collection at Walmart.
     
    Target:
    Three segments, per client: (1) Renting DIY shoppers (2) Current Walmart paint shoppers and (3) DIYers shopping Walmart home.
     
    Insight:
    Our research revealed that all three are primarily interested in the euphoric feeling of accomplishment that comes with completing a DIY project and the need to get that feeling at a low price.

    Strategy:
    Convince DIYers that Glidden at Walmart makes it possible to achieve a sense of accomplishment at an affordable price.
  • BROADCAST :30
  • PRINT
  • DIGITAL
  • affordthecans.com microsite
  • MY SHOPPING CAN APP:
    •  Lets users input a project and budget, then determines desired materials within a specified price range
    •  Allows users to add desired materials to “shopping can”
    •  Provides the choice of either purchasing items directly from their smartphone, or taking the list to Walmart 
  • Interactive banner
  • PUBLIC RELATIONS EVENT
  • PAINT AWAY YOUR CAN'TS DAY:
    •  Charitable one-day event in cities where Walmart is prominent
    •  Event features paint-by-number style murals provided by Glidden and furniture the community can participate in painting and refurbishing
    •  Volunteers from Glidden and Walmart coach participants and show them how easy it is to achieve a personalized home and build their confidence in the process
    •  Video from event ultimately viewable at the event splash page and microsite
    •  Murals donated to a local children’s hospital; silent auction for furniture with proceeds to Make A Wish Foundation
  • GUERRILLA
  • •  Worn objects, such as trash cans, benches, and landposts in ciities in our five DMAs are beautified
    •  Vinyl brushstroke stickers include Paint Away Your Can'ts Day info, splash page URL, and microsite
  • Brush stroke decals lead to Paint Away Your Can'ts splash page
  • DIGITAL OUTDOOR BILLBOARD
  • Week 1: Passersby see a digital teaser board — what appears to be an ugly, distressed billboard. 
  • Week 2: Viewers see a large paintbrush painting a blue sky with clouds over the distressed billboard while displaying a link to our splash page, affordthecans.com/paintaway. 
  • Weeks 3-4: Board changes to a countdown for the Paint Away Your Can’ts event with a link to the splash page with the details. 
  • Weeks 5-8: A completed sky is seen with the Glidden logo and Walmart logo as well as our tagline, making regular travelers connect the transformation of the billboard to the brand. 
  • IN-STORE
  • MEDIA PLAN
  • CONSUMER RESPONSE
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