In November 2022, AkzoNobel's Dulux paint brand announced the "Enjoy the Moment" campaign to with four new inspiring and trending colour palettes for 2023. This is one of the world's leading global paint and coatings company's annual activities to inspire a living space makeover at the end of the year. Nguyen Phi Anh Dao, ead of Marketing, Decorative Paints at AkzoNobel Vietnam spoke with VIR about the importance and target of the campaign.
For this year-end season, AkzoNobel continues to tell a new story about colour in life for customers around the world. With this year’s slogan "Enjoy the Moment," what are the aims of AkzoNobel's activities?
People’s lives have been turned upside down over the past two years. In particular, the challenges arising from the pandemic have changed the perception of the relationship between humans and nature. People are increasingly aware of the important role of nature in life. We have learned how to cherish every moment connected with nature for relaxation and healing.
AkzoNobel launched this campaign to inspire homeowners to implement a living space makeover, bringing nature into the house. Thus, they will have a better source of positive energy in their lives.
|Nguyen Phi Anh Dao, head of Marketing, Decorative Paints, AkzoNobel Vietnam |
What are the main activities that covey the “Enjoy the Moment” message?
The first and most important part of the campaign is to research and identify the colour trends of the year, which is something that AkzoNobel has been doing for almost 20 years. Dulux's team of specialists keep in touch with the biggest global brands in various sectors – like fashion, furniture, and more – to present four colour palettes for 2023 including Buzz Colours (meadow brights), Raw Colours (harvest shades), Lush Colours (the forest hues), and Flow Colours (seashore tones).
The four colour palettes take inspiration from the trends and demands of the era: Release pressure to focus on spiritual life (Mental Health Focus); Collective thinking and connection to society (Collective Thinking); Learning and drawing inspiration from nature (Bio-Inspiration); Harmony with nature to find balance (Cycles Of Life).
The bright, natural colours bring the fresh air of nature into the home, allowing homeowners to feel at ease and comfortable. This is the effort of Dulux in particular and AkzoNobel in general so that everyone can live every moment to the fullest, feel the joy of being with family and loved ones, and be happy within themselves.
In addition, experts also give specific suggestions to customers to combine trending colours with Wild WonderTM - Dulux Color of the Year 2023. Thus, they can have further references and more options in the process of renovating their houses. Bringing freshness into the home is the first step to creating the peaceful atmosphere that any family always strives for.
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How do you see the importance of using colour to decorate homes in light of the bleak outlook of the global economy and the ongoing international conflicts?
The world is suffering more pressure from the pandemic, conflicts, and inflation. Due to the uncertainties, people have recognised the importance of building and decorating their living spaces. Life and work pressures have driven us to create a living space that is closer to nature with more functions, which helps improve well-being and reminds us to live life to the fullest.
The trend of flexible working leads employees to split their time between homes and office spaces. The house acts as either a workspace or a class. I think people are looking to decorate their houses for the upcoming festive season including Christmas, New Year Holiday, and Lunar New Year. AkzoNobel not only brings high-quality paint solutions to customers but also inspires them to create new value within their homes.
Could you share some particular initiatives to spread the message of the campaign to customers?
In addition to connecting with the team of architects, Dulux will organise a number of activities on social networking sites to inspire customers. Everyone can share the ideal living space they desire along with four colour combinations according to their personal preferences. The winner will have the opportunity to decorate their dream house with paint colours sponsored by Dulux.
In order to spread the word about the "Enjoy he Moment" campaign, AkzoNobel provides special promotions for partners, contractors, and sales representatives. The main goal of this campaign is to continually raise the bar for quality and technology so that customers will always be satisfied when choosing AkzoNobel.
We need to develop confidence in our staff before we can inspire fresh ideas in our clients. AkzoNobel motivates all of its employees to try their best to achieve sustainable development every day.
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