AkzoNobel are known within the industries for their performance coatings, and more generally for their decorative paints – one of their brands being Dulux. They therefore deal with both Business-2-Business and Business-2-Customer. AkzoNobel’s solid B2B led them to becoming one of the world’s most profitable companies in 2008, following high sales in pharmaceuticals.
AkzoNobel wished to promote its Dulux paint brand in new ways. As part of its marketing strategy, the company entered into a partnership with Fox International Channels to produce the third season of the Asian television show “The Apartment”. In the TV show, a number of celebrities furnish an entire apartment from floor to ceiling and compete against each other to create the most stylish room design. The production partners wanted to engage the show’s audience while promoting Dulux through product placement.
Unity Studios developed an interactive 3D design tool, for the viewers to use, which simulates detailed apartment rooms from the TV show. The paints that viewers could use in their virtual apartments were identical to Dulux’ own paint products, and this raised the requirements for graphical quality in the interactive 3D design tool in order to imitate textures, light, and reflectiveness. It was important that Unity Studios designed an application of high quality, but also one that could run on a majority of users’ web browsers.
Dulux carried out a study showing that an overwhelming majority of people who tried the interactive 3D design tool, consider Dulux as the leader in paints, color, and decor inspiration. And that’s not all: 95% of users consider Dulux as a more appealing brand after using the tool designed by Unity Studios.