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For the colour of the year what we do is that we do a research 18 months before we actually launch the colour of the year.
The Akzonobel Global Aesthetic Colour Center actually forms a team of global experts, in terms of colour, macro trends:
Interior designers and architects, in order to predict or forecast what would be the future trends in terms of the world.
From that macro trends we would now convert that into colour trend that would be reflected into different colour palletes.
Once we have seen those palletes, we would choose one of the palletes that would reflect the mood and ambience for the following year
For 2014 we have chosen Teal as the colour of the year.
The best reflects what we see as the forecast for the mood and ambience.
Teal can be reflected in terms of interior and exterior
Teal is a very nice balance between blue and green
When you see a green colour it gives you the harmony. When you see a blue colour the tranquility.
Combining these two colours in Teal shows a good balance of the harmony and the tranquility.
In terms of 2012, we nominated interior designers to help us launch Colour Futures 2013
But in 2014 we look at our theme which is 'unlocking new potential'.
Now combining the theme with our campaign, we decided instead work with several architect and several designer,
and launched The Dulux Young Talent Design Competition.
This competition we split in two categories: one for interior designer, one for architecture.
We are searching for new promising and aspiring new talent in the field of interior design and architecture
Now what we have done is we request several very known and prominent interior designers and architects to help us judge the work of the students,
So that we can bring creativity to a different level.
The theme for 2013 is all around blues and indigos, which is around the connections.
Now that is different from 2014 which all around unlocking potential
Connections this year (2013) is all about the world having the mood and ambience of connecting with people
Connecting that to 2014 we see more positive trend and more balance trend, that's why Teal is still connected to the blue
because of that particular mood into a positive shift the mood and ambience
Our plans for 2014 will be build into our overall marketing campaign. And that would be including in our communication and our below the line
Built into prints, into our billboards. You can now when you look all over Jakarta we are slowly promoting Teal as the colour of 2014
In terms of online campaign we are very active in our digital media
There are three inisiatives that we are launching and will continue to promote:
One is Dulux website, the second one is Let's Colour Indonesia website. And the third one will be the overall Akzonobel website.
We talk about colours yet all of the digital tools that we use in making sure that embody colour in our everyday lives
We always put campaigns for our interior designers, and contractors, and even our developers
So all year long we schedules campaigns for them in order to transfer knowledge, share best practice, and sometimes even train them
on how to do application and how to apply the right colours.
In terms of Dulux, we always provide innovation and renovation for the brand
There would be several new campaigns and launches that we would do for 2014
Unfortunately, I cannot share that with you, we can't do that as we unfold innovation for next year
Any comments about competitors? Ah okay..
We always believe that we should compete in a very ethical way and we are here to make sure that we give our competitors a good fight.