Promotional Program to Support a Social Cause

We helped Dupli-Color promote their flagship product and build their user database with promotional program that benefited a well-known charity

Challenge

Dupli-Color is a leading brand of DIY automotive paints. Dupli-Color’s flagship product line is their ScratchFix offering which lets customers easily fix scratches on their vehicles using the exact color match to the vehicle’s original paint. In 2008, Dupli-Color wanted to raise awareness not only to the fact that they offered a perfect color match solution that was available in the aftermarket, but also that it was easy to identify the color code for your vehicle if you knew where to look for it.

Execution

We knew we needed to not only show consumers how using Dupli-Color’s ScratchFix could prevent rust and avoid more costly repairs but also educated them on how to find their unique color code. We came up with a program called Find Your Color, Help Another which encouraged users to find and submit their color code to a promotional microsite — and for every color code submitted, Dupli-Color would donate $1 to Meals on Wheels. We promoted the program with a digital campaign and content that showed audiences how to find their color codes on their specific vehicle. We also created a commercial spot that was broadcast on Spike network’s Powerblock. Lastly, we worked with automotive enthusiast influencer Courtney Hansen to help promote the program through her outreach as well. The program was a tremendous success — not only were we able to donate $75,000 to Meals on Wheels, but we also grew our contact database (with their vehicle color codes) to future Dupli-Color marketing initiatives.

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