Promotional Program to Build Connections

We built a database of contacts by supporting a well-known charity.

Challenge

With Dupli-Color touch up paints, you can be sure you have the exact color match to your vehicle’s original paint. Unfortunately, a significant portion of consumers might not have known a perfect color match was available on the aftermarket, so the challenge with this project was to raise awareness for both the product and exact paint colors at the same time.

Ideation

In order to get the color match for your vehicle, you need to find the color code from the internal label. We wanted to create a program that encouraged audiences to find their unique color code. We also wanted to promote Dupli-Color’s touch up paints by informing audiences that scrapes and scratches quickly turn to rust, but touching up the paint can prevent rust and other repairs as a result. We came up with an incentivized promotion where every submission of a color code equaled a $1 donation to the well-known charity Meals on Wheels.

Execution

To spread the word about the promotion, we created a digital campaign complete with content that showed audiences where and how to find their color codes. We also created a commercial spot to be broadcast on Spike network’s Powerblock show. Not only were we able to successfully donate $75,000 to Meals on Wheels, but we also gained a database of that many qualified contacts for future Dupli-Color promotions.