Creating Consistent Content - El Camino

We chronicled a restoration process to show off an effective product range.

Challenge

When we began working with Dupli-Color® in 1999, one of our first projects was a complete brand refresh. It was then that the “Yes You Can” messaging began, which was later followed by its extension “Yes You Can – In Your Garage”. This messaging really empowered the Do-It-Yourselfers who were actually using Dupli-Color’s products and established a deep connection with the brand.

Since that time, one of the things we’ve continued to do with the brand is provide engaging content that further demonstrated what DIYers could do with Dupli-Color. Out new challenge was to come up with a source of engaging content that encouraged and empowered DIYers to use Dupli-Color products to do what they love.

Ideation

DIYers are hungry for how-to content that helps them complete projects efficiently and successfully, so we conceptualized a content series that followed the complete restoration of one vehicle. The series would be released episodically, building anticipation for the next step. For our first video series, we would restore one half of a 1979 Chevy El Camino so that viewers could see the difference the products made by comparing right down the middle.

Execution

We had developed a custom set in our Content Studio in 2011 – The Dupli-Color Garage – with the thought that we could continue to develop content over time. We rolled the El Camino into the Dupli-Color Garage and, armed with every available product in the line, restored the it to its former glory. We earned incredible engagement on social media by allowing DIYers to vote on the style and parts we used on the vehicle.

CHECK OUT THE ENTIRE SERIES BELOW.

NOTE: Please forgive the quality — this entire series was shot and edited in 2007 (before the advent of HD)

View our other Dupli-Color Video Series:
1969 International Scout
Hot Rod Roadster
Daily Driver