Dulux Trade ICI Paints AkzoNobel wanted to increase awareness via motor sport of its trade brand and become the number one preferred choice with professional painters and decorators, subsequently increasing sales among trade counters and users: trade businesses and paint suppliers, whilst increasing the brand standing with Dulux Trade Decorator Centres, management and staff.

Profile analysis showed that the core target audience were predominantly male aged 20-45. Dulux wanted to devise a campaign that would engage with the target audience on a memorable and emotional level in tandem with developing positive brand association whilst creating a distinct brand differentiation from the competition by exploiting a number of marketing tactics: TV, design, online, social media, PR, store promotions, exhibitions, hospitality and competitions.

The British Rally Championship (BRC) provided a leading motor sport platform to exhibit 'big brand behaviour' through exclusive title sponsorship. To reinforce the size and scale of the Dulux brand with the target audience the BRC logo was re-branded to incorporate the Dulux Trade logo, this design was rolled out across all media; on event branding and print. A full Championship season of Sky Sport programmes branded Dulux Trade was broadcast, totaling 46 hours in the UK with active press coverage that encompassed national, trade and professional magazines.

The BRC website featured a corporate refresh to mirror the Dulux branding and an internal micro BRC website was embedded in the Dulux website with live imagery/news bulletins throughout the championship series. The campaign was launched in the grounds of Dulux HQ with a static car display, the staff received free Championship merchandise, and they were able interact with the drivers and their cars. The BRC provided car displays, drivers, rally simulators, ran competitions and performed data capture at appointed stores and exhibitions nationwide.

Key to this particular motor sport sponsorship package was hospitality, and maximising opportunities and these included rally themed weekends to coordinate with the championship series whereby up to sixty Dulux guests were catered for pre event, track side and post event rally party functions. Exclusive VIP rally experience 'money-can't-buy' days, and executive rally car rides formed part of an extensive and involved hospitality package.