Tonight marks the relaunch of Changing Rooms which will be supported by Dulux as the show’s first-ever commercial partner. This will see the launch of a fully integrated campaign alongside production company Shine TV, Channel 4 and supported by media agency MediaCom.
After 17 years off-air, the campaign represents a new beginning for Changing Rooms using an innovative 6×60’ primetime branded entertainment series to tap into the new generation of ‘DIYers’ that emerged during the pandemic.
A collaborative approach from MediaCom, Dulux and Channel 4 was integral to developing and connecting all elements of the partnership, including PR, talent management, customer social, episode idents, product placement, a podcast on decorating homes and an influencer programme.
The project was created and developed during the pandemic, with the objective of helping Dulux navigate the challenges of Covid-19 and putting the brand front and centre in the crowded home décor space. Dulux wanted to re-engage with a younger audience and use Changing Rooms as the platform to showcase its range. The show will also feature Dulux Select Decorators, a collaboration with Changing Room’s designers to bring to life the very best in interiors and paint techniques.
The campaign features Changing Rooms’ six new episodes as it celebrates its long-standing television history that aired originally between 1996 to 2004. The revamp will continue to focus on the universal appeal of viewers feeling comfortable in embracing their own creative style.
Anna Richardson will host the show, alongside Designers 2LG, Jordan Cluroe and Russell Whitehead, as well as returning fan favourite Laurence Llewelyn-Bowen.
Nuno Pena, Marketing Director of Dulux UK & Ireland, said: “The return of Changing Rooms is a cultural moment for the nation and as such, it was an unmissable opportunity to help bring the show back relevant to 2021. Times have changed and audiences have changed too, in the 25 years since the show first aired so it was the appropriate moment for our brand to use an innovative AFP approach to reach today’s consumers and engage them around the transformative power of paint.
“We took a unique collaborative approach across brand, agency and production team to produce a truly integrated experience. The activity promises to drive engagement through the line and will see us invest in new channels such as TikTok for the first time. The end result is a brilliantly engaging TV series that will inspire and entertain those watching – and also clearly points to Dulux’s expertise, skills and services.”
Singer Peter Andre and television and radio presenter Clara Amfo will spearhead the multi-platform influencer campaign and look to create interest across Instagram, TikTok and Pinterest to engage with younger viewers.
To grab the attention of younger viewers, an augmented reality (ARs) ‘brand effect’ on TikTok will provide interactive visual effects that virtually transforms rooms at the touch of a button. In addition, the culmination of the show will see bloggers provide tips and tricks on redecorating a home and enriched content on Pinterest.
“All brands were forced to pivot during the pandemic, but for Dulux it was about continuing to encourage people to embrace their originality, access affordable home decorating products and reach a new, younger audience,” added Paul Tremain, Managing Partner of Content at MediaCom.
“So when we heard about the relaunch of Changing Rooms on Channel 4, we knew there was a unique story to be told. Bringing influencers in and being able to tap into platforms such as TikTok elevated the idea and gave a new audience perspective on what is one of the most loved family TV programmes in the UK.”
Sophie Lloyd, Branded Entertainment & Creative Leader at Channel 4 concluded: “This exciting collaboration with Dulux, MediaCom and Shine revives an iconic show through an innovative and integrated approach that taps into Channel 4’s young audience.
“I can’t wait to enjoy all the nostalgia it brings which we know our viewers will really enjoy too. Changing Rooms builds on our strong track record in creating quality content that our viewers love with brand partners who benefit from the positive impact of being integral to a Channel 4 show.”