Taubmans has long been positioned as "Changing the Way You Feel" through colour. A new initiative was planned to extend that positioning and present an entirely new marketing campaign through "In-Store" and "Web".

Y&R developed an identity and logo - being 603010.com.au to represent the colour design rule of 60% dominant colour, 30% Intermediate colour and 10% Accent colour.

Alpha was commissioned to develop the website that would be the focal point of the campaign. The site design strategy was to engage viewers, to create a "Sticky" site to keep them coming back again and again and associate the brand with "Easy Colour Choice".

A fun colour game leads the viewer in, utilising sight and sound to spark the imagination. Their colour preferences are then taken into the "Roomscape" segment where they can then apply a wide variety of designer schemes to 3D generated rooms in startling reality. There is even a 360 degree VR option -a world's first for paint company website.

TV campaigns heralded the new branding, generating large scale website traffic while in-store displays were rolled out to hundreds of retail sites across Australia including all Bunnings stores.

www.603010.com.au