Dulux and Shine TV launch multi-platform campaign with media agency Mediacom that brings a new, younger audience to the show’s 25-year heritage ahead of re-launch on Channel 4.

Tonight marks the re-launch of Changing Rooms, as Dulux gives a fresh lick of paint to the unmissable home decor show as its first ever commercial partner, launching 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, bringing together Dulux’s 90 years of experience, Channel 4’s creative talent and an innovative 6x60’ 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 – bringing together media, data and tech-enabled creativity – 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 canvas for its range of colours, the best in paint effects and decorating services that have made Dulux synonymous with home décor for almost a century. 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 chimes with 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: “In our 90th year, Dulux continues to be the UK’s go-to reference for people to transform their homes into beautiful living spaces. 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 drum up excitement across Instagram, TikTok and Pinterest to encourage younger viewers – who are often inexperienced renters and homeowners – to capture their own confidence and style.

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 discovery platform 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.”

Campaign planning started during the pandemic, when people were forced indoors and had to embrace – and invest in – home ownership. It’s also a celebration of Dulux’s 90th anniversary and 60 years of the iconic old English sheepdog, which features in all of its advertising.

Chris Holdom, Head of Commercial Partnerships at Banijay UK / Shine TV said: “We are so excited to be bringing back Changing Rooms on Channel 4.  Even amid the unique challenges presented to us during the pandemic, to be part such a collaborative & rewarding partnership with Dulux has been incredible.

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.”