#01 Project Pick a Color #02 Project Pick a Sheen #03 Project 2 in 1 #04 Project Quantity #05 Project Tape Up #06 Project Scratch Off #07 Project W Roll #08 Project Brush Stroke #09 Project Trim #10 Project Detail Dare #11 Project Bow Wow #12 Project Sizzle #13 Project Tailgate Toss #14 Project Soap Box King #15 Project Backyard Movie #16 Project Grown Up #17 Project Swing Set #18 Project Princess #19 Project Best Seat In The House #20 Project Weekend Welcome #21 Project Young Entrepreneur #22 Project Tea Time #23 Red Robin #24 Project Polka Dot #25 Project Mini Me #26 Project Independence #27 Project Outdoor Gal-

lery #28 Project Picture This #29 Project Detail Discovery #30 Project Scuff Hider #31 Project Lazy Afternoon #32 Project Sky-fall #33 Project Ready, Set, Craft #34 Project Well Done #35 Project Save the Tomato Garden #36 Project Superhero Lair #37 Project Soccer Superstar #38 Project Door Diversity #39 Project Toy Chest #40 Project Pop Star #41 Project Beanstalk #42 Project Sit-Up Upgrade #43 Project Teenage Revolution #44 Project You’ve Been Framed #45 Project Under the Sea #46 Project

Ahoy Matey #47 Project Master Suite #48 Project Starry Night #49 Project Racetrack #50 Project Library #51 Project Jungle Safari #52 Project Wordplay #53 Project His and Her #54 Project Space Launch #55 Project Surf City #56 Project Buried Trea-sure #57 Project Where the Wild Things Are #58 Project Carnival #59 Project Playground #60 Project Sandcastle #61 Project Rockband #62 Project Planetarium #63 Project Board Game #64 Project Mirror Maze #65 Project Purple Heart #66 Project Tea Time #67 Project Scarecrow Scare #68 Project Toy Chest #69 Project Co-Education #70 Project Transportation Transformation

#71 Project Swingset #72 Project Playhouse #73 Project Charlotte’s Web #74 Project Beanstalk #75 Project Chair Champion #76 Project Treehouse #77 Project Staycation #78 Project Volcano #79 Project Dollhouse #80 Project Around the Block #81 Proj-ect Backdoor #82 Project Fortress #83 Project Money Box #84 Project Victory #85 Project Summer Glow #86 Project Rubber

Duck #87 Project Tonka Truck #88 Project Rubba Dub Dub #89 Project Lawnmower #90 Project Get the Girl #91 Project Color the Town #92 Project Puppy Pow Wow #93 Project Bake Sale #94 Project Fairy Dust #95 Project Infinity #96 Project Loud and

Clear #97 Project Camping Trip #98 Project Sparkle #99 Project Firework #100 Project Bongos #101 Project Do the Hula #102 Project Mouse Trap #103 Project Forever Young #104 Project Time Travel #105 Project Cowboys & Indians #106 Project Cops & Rob-

bers #107 Project Blackout #108 Project Jumanji #109 Project Monkeys in a Barrel #110 Project House Music #111 Project Italian Riviera #112 Project Get-Her-Back #113 Project Natural High #114 Project Cootie Repellant #115 Project Green Green Grass #116 Project Animal Lover #117 Project Indoor Sunset #118 Project Maxin’ Relaxin’ #119 Project Meow Mix #120 Project Lover’s Lane

#121 Project Looney Toons #122 Project Slip n’ Slide #123 Project Mother Nature #124 Project Rejuvenation #125 Project Jack Frost #126 Project Red Fern #127 Project Back-to-School #128 Project Make Believe #129 Project Magic Carpet Ride #130 Project Wheels on the Bus #131 Project Silver & Gold #132 Project Girl Scouts #133 Project Fireworks #134 Project Picnic Time #135 Project Red Red Wine #136 Project Stools R’ Us #137Project Zen #138 Project Passion for Fashion #139 Project Southern Pride #140 Project

Jamaican Me Crazy #141 Project Science Guy #142 Project Shoe Show #143 Project Party Prank #144 Project Cocktail Partay #145 Project Baby Genius #146 Project Puppet Show #147 Project Fashion Diva #148 Project Coutnertop Cooks #149 Project Beanie Ba-bies #150 Project Dinner for Two #151 Project Tom Sawyer #152 Project Ralph #153 Project Canoodle #154 Project Fuddy Duddy #155 Project Runaway Wagon #156 Project Pretend Like You’ve Done This Before #157 Project Artist Anarchy #158 Project Mount

Rushmore #159 Project Patagonia #160 Project Shotgun Wedding #161 Project Mascot #162 Project Chewing Gum #163 Project R & R #164 Project Tailgate #165 Project Home Team #166 Project Welcome Home #167 Project Revamp #168 Project Beach Retreat

#169 Project Stairway to Heaven #170 Project Saturday Night Fever #171 Project Never Never Land #172 Project Flash Dance

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Objectives

Table of Contents

1. Increase brand awareness among Walmart Shoppers from 66% to 83%

2. Persuade Walmart Shoppers that painting is a simple solution to living better

3. Encourage the target to view the weekend as the ideal painting occasion

4. Raise consideration for the Glidden Brilliance Collection from 23% to 29%

5. Increase sales of Glidden at Walmart 14%

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Research Strategy CampaignCreativeScheduleEvaluationPitch

It’s the Summer of 2014 and things are looking up. The economy is starting to make a comeback and people have a little more cash in their pockets to spend on themselves and their homes. Fueled by the recession, the Do-It-Yourself (DIY) market is on the rise as people seek inexpensive, simple ways to update their living space. Paint companies are taking notice and competing for the attention of the DIY consumer. Starting in 2009, Glidden was ahead of the game, recognizing people’s desire for simple solutions—it pared down the color palette, created useful digital color tools, and partnered with Walmart, the most convenient, affordable retailer nationwide. However, there is still a disconnect between Glidden and its new target, Simple Solution DIYers, who do not think of Walmart as the place to go for DIY projects.

Virginia Advertising asked the target about their DIY habits and how they spend their time at home and at Walmart. This group is constantly looking for ways to save time, money and effort in life’s day-to-day activities. Whether that is cooking dinner for their families, getting their laundry done, or going about their morning routines, they look for simple ways to make their life better.

But when asked about painting, DIYers overwhelmingly responded that the process is not simple. Painting feels intimidating and complicated. From finding inspiration to enjoying the results, it is a long process that requires time, money, and effort. Fortunately, Walmart offers simple, affordable ways to live better. It’s time to include Glidden in that message. Virginia Advertising has created a campaign that appeals directly to the target’s desire for simple solutions to living better. It is called Glidden Weekend Projects. The weekend, whether it is the traditional Saturday and Sunday or another break during the week, is the time that comes to mind when people think of living better. They look for a balance between productivity and time with friends and family. Virginia Advertising will show the target that Glidden at Walmart offers…

Simple projects that get their weekend going.

Glidden Weekend Projects

1

To gain a better understanding of what opportunities Glidden at Walmart can offer Simple Solution DIYers, Virginia Advertising conducted extensive primary and secondary research with four overarching questions in mind:

166store visits

205hours of in-store

observation

1,522survey

responses

423secondary

sources consulted

384focus

groupsexperts

consulted

102personal interviews

46online

interviews

1outdoor sports

show visit

Research Methodology

Research Objectives

• Who is the target — the Pinterest Painters, Sensible Supermoms, and Re-energized Realists? • What do they do in their free time or on the weekend?• What does “living better” mean to them?

• How do they perceive the painting process? • What are the barriers to starting projects? • What do they think about Glidden?

• Why are they shopping at Walmart? • How do they spend their time at Walmart?• How do they perceive the Walmart brand?

What do they think about painting?

What is the competition saying?

What do they think about Walmart?

Who are Simple Solution DIYers?

Experts Consulted

Virginia Advertising used a unique, comprehensive approach to create the Glidden Weekend Projects campaign. Seven teams developed individual campaigns for Glidden at Walmart. Next, the teams merged to become one collaborative agency, complete with planning, creative, media, production, video, and evaluation departments. Building on past research and incorporating the best insights and creative executions, Virginia Advertising created an integrated campaign — Glidden Weekend Projects.

• Who is Glidden’s competition?• What opportunities does Glidden have?

John & Sherry PetersikYoungHouseLove - NY Times Bestselling Authors & DIY Bloggers David A. KopekPh.D in Home Environment Psychology James H. GilmoreAuthor of The Experience Economy

2

Female, age 18-34, renter, income <45,000• Although inspired online by social

networks such as Pinterest, they rarely act on this inspiration

• They reject processes believed to be “too complicated”

• They hesitate to spend time and money on painting due to temporary living arrangements

Caucasian, age 45-64, homeowner, income <75,000, shops at Walmart• They are redefining themselves now that their

children are growing up and moving out• They do not view themselves as “old,” and

do not respond to messages about age-driven issues and needs

• Over 1/3 claim they do not keep up with changing technology

To all three, living better means...

“keeping things si m ple ...having mo ney sav ed , [an]

easy happy lifestyle.”

“not merely surviving, but i m pr ov in g

co nditio n s in my life day-by-day.”

To all three, an ideal summer weekend is...

Diverse, Female, age 25-44, renter or home-owner, income <45,000, shops at Walmart• They put family preferences before their

own; 81% believe family is the most important thing in life

• 45% are employed full or part time• They are moms who re-decorate as their

kids get older

They seek simplicity because they are used to solutions that are a click away.

They seek simplicity because they juggle many different commitments.

Why do they seek simplicity? Because they want to live better. When are they living better? On the weekend.

Who are Simple Solution DIYers?Breaking down Simple Solution DIYers

#1 Pinterest Painters #2 Sensible Supermoms #3 Re-energized Realists

“being able to meet the needs and wants of fa m ily .”

“multiple things going on. It has pr o du ctiv it y for home

improvement or maintenance in it…and r ecr eatio n al activ it y

with family or friends in it.”

“spending time doing

si m ple things as a family.”

“staying home with my spouse, with one or two constructive, achievab le projects

during the day.”

They seek simplicity because they can finally move at their own pace.

MarketingInsight

MarketingInsight

MarketingInsight

3

What are their thoughts?

What is the Competition Saying?

What do they think about Walmart?

• It is convenient — 90% of the population live within 15 miles of Walmart

• It is a one-stop-shop• It helps shoppers save money — 77% say low price is the

main reason they shop at Walmart

• It is difficult to find employees who are knowledgable about paint

• People do not think of Walmart for their painting needs• Although 66% of people are aware that Walmart sells

paint, only 23% would consider purchasing Glidden at Walmart

People do not perceive Walmart as a DIY-friendly store, so Glidden is overlooked.

From popsicles to paint, Walmart offers everything needed for a great weekend.

• They do not shop, they buy — Walmart Shoppers know what they want and come prepared with a shopping list

• Budgets dictate how and where they shop

“People get turned off by processes. The more steps it takes, the less likely people are to complete it.”

- David A. Kopek Home Environment Psychologist

“Saving money is a badge, not a burden.”

What do they think about Painting?

MarketingInsight

MarketingInsight

MarketingInsight

• It is often associated with big life occasions• 66% of Simple Solution DIYers cited time as the

largest barrier to taking on painting projects• 70% of all three targets do not believe they are

experienced painters

The Painting ProcessThe Walmart Shopper

The Benefits of Shopping at Walmart

The Perceptions of Walmart

Painting is perceived to be a complicated process and conflicts with their desire for simplicity.

MarketingInsight

MarketingInsight

This repetitive theme creates an opportunity for Glidden to move to a new space within the painting market.

Quality

QualityColor

QualityColor

ValueColor

Color

Color

4

Strategy

Painting requires time, money, and

effort

Demonstrate that painting can be an inexpensive,

quick fix

People desiresimplicity

Focus on manageable DIY projects that can be completed in

a weekend

People feel they need professional

assistance

Offer resources to empower the target to take on projects

themselves

People perceivepainting to be a

permanent change for big occasions

Give them a reason to paint

more often

There is a gap between Glidden’s

brand voice and themixed perceptions of

Walmart

Call attention to how the values of Glidden and

Walmart positively align

Walmart is not considered top-

of-mind as a paint retailer

Highlight Walmart as a convenient shop for all you need, including

paint

Barriers

Goals

Walmart Shoppers are looking for simple solutions to living better, but they do not consider painting to be a simple solution.

Glidden Weekend Projects are simple solutions to living better.

InsightPromise

Affordable Done in a weekend DIY

Simple project

Live better mindset One-stop shop

A Glidden Weekend Project

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#31 Project Lazy afternoon

The Campaign

Glidden’s promise to Simple Solution DIYers will come to life in the Glidden Weekend Projects campaign, which:

Glidden brands each individual weekend project and highlights the experience that comes along with it. Whether DIYers are hosting a barbecue, having a play date with their kids, or reading a book in the sun, Glidden is there to make the occasion even better — a newly painted picnic table for the burgers, a decorated stool that is the perfect stage for their kids’ performance, or a refreshed chair for relaxing in style. With Glidden, Walmart shoppers are not just buying the paint, they are buying the experience that comes with the completed project. Glidden meets DIYers where they are, with project ideas that match their weekend plans.

At the center of the Glidden Weekend Projects campaign is an interactive catalog filled with over 100 unique projects that are fun, affordable, and can be finished in just one weekend.

The campaign will reposition Glidden as the paint brand for the occasion — the paint to make any weekend better. Competitors offer color inspiration, but Glidden will offer project motivation. Competitors focus on the aesthetics of time-consuming, large projects, but Glidden will focus on the enjoyable experiences that stem from smaller, managable projects. Glidden will break through the clutter by moving into a new space that focuses on the painting occasion.

Repositioning Glidden

The Glidden Weekend Projects campaign does not seek to rebrand Glidden. Rather, it builds on “Glidden gets you going” by providing tangible projects that will motivate DIYers to paint more often.

MOTIVATES Simple Solution DIYers to take on small projects that can be done in a weekend

APPEALS to the target’s desire for simple, affordable solutions to living better

EMPOWERS them with small DIY painting projects and everything they need in one place

SHOWS them that Glidden at Walmart offers simple projects that get their weekend going

Campaign Strategy

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P r o j e c t s

Glidden Weekend

Executions will feature a consistent banner to integrate the campaign across all media platforms.

Nationwide: Reach 67% of the total population with a frequency of 3 over the 5 month campaign

ActionsPulse media over the campaign to establish a national presence while targeting top markets

Tactics

Bringing the Campaign to Life

Objectives

The Glidden Weekend Projects campaign drives the target to the project catalog, found at the Glidden microsite and Point-of-Sale (POS), to raise awareness and consideration of Glidden at Walmart across four media categories: traditional, digital, out-of-home, and in-store. With a fun, modern tone, the campaign messaging positions the weekend as the most convenient time for the target to complete small projects. Executions pair the consistent banner with motivational statements of a tone similar to Glidden’s current tagline, “Glidden gets you going.” Each execution is strategically placed to meet the target where they are — at home, on-the-go, at local events, or at Walmart.

Reach the maximum number of DIYers through optimal media placement and timing, allocating the full budget of $10 million. Executions will be displayed nationwide and within the top 35 DMAs. The DMAs were selected based on population of the target markets and the number of Walmarts.

Align placements with each of the target’s media consumption and lifestyles, and highlight popular national holidays and summer events

Support the campaign strategy with targeted media selections

Time media selections to effectively engage the target market

Achieve campaign objectives through traditional and non-traditional media integration

DIYer

Traditional[Radio, Television, Print, Direct Mail]

Digital[Microsite, SMS,

Facebook, SEO, Web]

In-Store[Kiosk, POS

enhancements]

Out-of-Home[Barns, Bus Shelters, Truck, Partnership]

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2. 2.

3. 3.

Campaign Strategy

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Print executions raise awareness and consideration for the Glidden Brilliance Collection. They focus on the experience that comes with a quick, simple project through sequential print ads in the same magazine. The first ad displays a Walmart conveyor belt covered with supplies for a Glidden Weekend Project, increasing awareness that Walmart sells Glidden paint. The second ad shows the completed project and the weekend experience, driving consideration.

Creative | Print

Project Pop StarTarget 2Impressions: 8,114,136Placement: American Baby, House Beautiful, People en Español.

Media Placement | Print

Both ads are in the same magazine, located on sequential right-facing pages.

Project Well DoneTarget 3

Impressions: 5,690,512Placement: Country Living,

Family Handyman.

8

Consistent black banner highlights a numbered Glidden Weekend Project

Same character in both ads tell the full story

Ad raises awareness

Ad raises consideration

Prominent shot of the Glidden paint can

highlights the product

Immediate call-to-action to explore more Glidden Weekend Projects on

the microsite

Walmart logo drives awareness at point of purchase

Ad copy empowers DIYers to take on their own projects and motivates them to explore the full catalog of Glidden Weekend Projects. The numbered project title on all ads emphasizes the experience surrounding the project. Body copy in the first ad informs the target of the benefits of Glidden at Walmart. Copy in the second ad tells the story behind the specific project.

Anatomy of an Ad

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#54 PROJECT SPACE LAUNCH

Premise: A mom watches as her sons, dressed as astronauts, pretend to launch into space on her newly painted Adirondack chair. #54 Project Space Launch

Creative | Video

Media Placement

Impressions: 575,556Placement: For Target 1 on popular online shows.

Hulu Spots

Impressions: 148,964,370Placement: Cable — A&E, US.Network Shows — American Pickers, Pawn Stars, America’s Funniest Home Videos.

The spots will reach Targets 2 and 3, and run during May and June. An additional spot runs in September featuring a Back-to-School theme.

Impressions: 1,926,120Placement: Theatres in top 10 DMAs, before comedies and action movies.

Cinema Ads

Television

Commercial opens with Neil Armstrong footage from the moon and the original recording, “That’s one small step for man, one giant leap for mankind.”

Upbeat music starts. Mom and kids are shown painting their old Adirondack chairs, preparing the

rocket ships for launch.

The next day, sister prepares “Armstrong Junior” for the Moon. She wraps him with the tin foil she pulled

out of her Walmart shopping bag.

fun with Glidden

Houston, we havean astronaut

fuel your weekend

Shot shows kids playing on the moon with their new gear from Walmart. Same footprint is made as Neil Armstrong’s at beginning of commercial.

White screen with Glidden can and announcer says, “Launch your kids’ imagination with a

Glidden Weekend Project. #54 Project Space Launch.” It then finishes with the tagline.

Mom plays with kids and is happy she found a simple solution for a fun weekend project with

Glidden at Walmart.

Glidden: a simple solution

for a great weekend

launch your imagination withGlidden + Walmart

TV spots bring the Glidden Weekend Projects campaign to life for DIYers through a montage style. Each targeted ad shows one branded project done over a summer weekend. Commercials highlight Walmart as a one-stop shop for all weekend needs, and how a simple paint project can go a long way.

Find the project that fits your weekend at www. glidden.com/weekendprojects.

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Find a project that

fits your weekend &

look for a special offer!

www.glidden.com/weekendprojects

Available at:

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Take a Spin!

30 second radio ads convey the experiential benefits of Glidden Weekend Projects.

Radio

The direct mail postcard features an operable wheel that allows recipients to browse 5 targeted project ideas and find a scratch-off promotion, a “$1.00 off a Tester” coupon. The piece has two goals: raise awareness and drive trial with a coupon.

Direct Mail

Impressions: 2,226,155Placement: Direct mail piece sent the week before Memorial Day kicks off the summer and drives consideration over the long holiday. The release of the direct mail piece strategically aligns with TV and print. It reaches out to Target 3 and Hispanics through invitations to promotional events.

*Target 3 is 70% more likely than the average American to respond to direct mail marketing.**Hispanic shoppers are 3.5 times more likely to respond to direct mail.

Media Placement | Direct Mail

Creative | Radio + Direct Mail

Impressions: 5,109,668Placement: Appears in top 35 DMAs on country music and classical rock stations. Runs once during the evenings on Thursdays and Fridays over the 5 months of the campaign.

Media Placement | Radio

Turn your hallway into a runway with Project Fashionista.Spice up your holiday with Project Staycation.Bring the beach to your backyard with Project Sandcastle.Or go from tailgate to main event with Project Tailgate Toss.

With Glidden paint at Walmart, the possibilities are endless. The Walmart near you is the one-stop-shop for all of your DIY and weekend supplies at unbeatably low prices. Find the project that’s fits your weekend at www.glidden.com/weekendprojects or visit your local Walmart today to get started on your own weekend adventure. Glidden gets you going!

“

“

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Creative | MicrositeThe Glidden Weekend Projects microsite is the core online presence for the campaign and acts as a platform for interacting with projects. Housing the catalog of Glidden Weekend Projects, it has 3 purposes:

Motivate users to take on DIY projects

Users sort the projects by relevant factors (cost, time, skill level). Once users select a project, they can print simple instructions and a shopping list. These printouts will include the location of the items in the store. By entering their zip code, shoppers can find the closest Walmart. Additional features include social sharing options, how-to videos, contests, and a login option to track project completions with detailed purchase information.

Impressions: 8,625,750Placement: HTML5 will adapt to different screen sizes: tablets, phones, or computers.

User Experience

Media Placement | Microsite

A Glidden Weekend Project tab added to Glidden’s existing mobile app accommodates the relatively low proportion of Walmart consumers with smartphones (about 30%).

Inform users that Glidden is sold at WalmartEducate users about simple DIY projects

Digital Drivers

Paid, targeted advertising on Facebook and Youtube reaches Targets 1 and 2. Banner ads on targeted sites also direct users to the microsite.

Online AdsEffective keywords, content, and linkage optimizes search results for Glidden.com and Glidden.com/weekendprojects.

Search Engine Optimization and Pay-Per-Click

Impressions: 14,230,200Placement: Facebook, Youtube, Twitter, Search Engines, eBay.com, Weather.com, Ask.com

Media Placement | Digital Drivers

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Impressions: 14,230,200Placement: Facebook, Youtube, Twitter, Search Engines, eBay.com, Weather.com, Ask.com

Using the Walmart opt-in text message database, Glidden provides localized coupons and links to the microsite through SMS with the potential to reach the 96% of DIYers who own a cell phone.

Mobile Texting Discounts (SMS)

Creative | Digital

Glidden’s Facebook hosts a weekly contest in which entrants complete a “Glidden Weekend Project of the Week”. Entrants submit a photo of their project experience, and the picture with the most “Likes” wins a $200 Walmart gift card. The contest motivates DIYers to try Glidden Weekend Projects, and drives awareness with social media shareability. The page drives users to the microsite and provides a place for DIYers to submit their own project ideas.

Project of the Week Contest

Impressions: 2,171,459 Placements: Facebook, Twitter, Mommy Blogs, and Pinterest. including livingwellandspendless.com and inmyownstyle.com

Media Placement | Social Media

Email StreamTargets 1 and 2 receive an initial promotional email. The email mimics the direct mail piece, including elements of the “click to spin” wheel. The subject line hints at a coupon, so recipients scroll through the whole email. Through the microsite and initial email, customers may opt in to receive future emails from Glidden. These feature a Glidden Weekend Project and additional digital content. Emails drive recipients to the microsite and Glidden’s social media.

Influential, budget-conscious DIY Mommy Blogs receive $500 to complete and share a Glidden Weekend Project.

Tweets on Friday afternoons using #GliddenWeekend remind followers it is time to start their Glidden Weekend Projects.

Branded Pinterest Board: Pins of all Glidden Weekend Projects. Directs users to the microsite.

Impressions: 6,386,000Placement: Sent monthly to participants.

Media Placement | Email

Facebook

Twitter

Blogs

Pinterest

The following platforms support the Facebook contest:$

DIY

DIY

DIY

Pets

3 hours

Sand Paper

Paint Brush

Tarp

Dog Bone

less than 40

1 Gallon Glidden Satin Exterior Paint

Like • Comment • Share

GliddenJuly 28

Our ‘Glidden Weekend Project of the Week’ is #11 Project Bow Wow. Upload a picture of your completed Project Bow Wow to the Glidden Facebook page by 11:59pm on Sunday, August 3 and the picture with the most likes will receive a $200 Walmart gift card! Click here for Official Rules and past winners: Glidden Weekend Project of the Week.

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#11 PROJECT BOW WOW

Impressions: 35,600Placement: Sent monthly to participants.

Media Placement | SMS

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Creative | Glidden TruckTwo branded trucks bring the Glidden Weekend Projects campaign to Summer 2014 weekend events along two routes. The truck, modeled after a food truck, has Glidden Weekend Projects listed on the side in a menu format, creating a branded space for people to interact with brand ambassadors. A GPS-enabled “Truck Tracker” allows people to follow the truck’s current location on social media and the microsite. Visitors tweet or post #gliddentruck, which appears as a live-feed on the microsite and on a digital board next to the truck. As people leave the staging area, the brand ambassadors hand out project idea cards along with koozies to raise awareness as they walk around the event.

Refreshments

Craft table

Painting smocks

Cornhole

Truc

k

Impressions: 930,758Placement: Midwest and Southeast Routes. Events include the Route 127 Yard Sale, Nascar Races, State Fairs, and Hispanic Cultural Festivals.

Media Placement | The Glidden Weekend Project Truck

Sample Truck Stops

Coke Zero 400Daytona, FL

Route 127 Yard SaleNashville, TN

State FairColumbus, OH

6

8

5

144

110

215

Walmart Store CountStateCity

Events include the Route 127 Yard Sale, NASCAR Races, State Fair, Hispanic Culture Festivals. Cornhole set in

the staging area“Refresh” stop to pass out bottled water and snacks

Stop to personalize a painting t-shirt for their

Glidden Weekend Project

Craft table for kids to paint a small soap box car

Touchscreen to learn more about Glidden Weekend Projects and play a game for a coupon or tester

Interactive Glidden Weekend Project menu and windows for free giveaways

Stop Location

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Strategically chosen barns feature a large Glidden logo painted on its exterior. During the summer, the barns highlight a specific weekend project using a vinyl applique. This can be removed at the end of the campaign. However, the painted logo will continue to raise awareness for the brand.

To catch DIYers on the go, Glidden delivers the campaign message with bus shelter takeovers. Branded bus shelters feature a painted bench and a corresponding poster ad. Visitors can literally refresh the sitting-area by removing peel-away project cards to reveal a freshly painted bench.

Creative | Out-of-Home

Barn

Bus Shelter Takeover

Impressions: 2,701,617 Placement:10 bus stops in each of the top 10 DMAs. *Target 1 is 2.2 times more likely than the average American to use public transportation.

Media Placement | Bus Shelters

Impressions: 1,303,113Placement: 4 barns along Route 127.

Media Placement | Barns

Glidden partners with the Wounded Warrior Project (WWP) to help veterans live better. During the week leading up to the 4th of July, $3 for every can of Glidden paint sold at Walmart is donated to the WWP (up to $150,00). This partnership aligns with Walmart's current efforts to ease veterans' transition into civilian life.

Strategic Partnership

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Creative | In-StoreThe majority of the target is already shopping at Walmart. Therefore, in-store executions are critical. Executions raise awareness of Glidden Weekend Projects and drive shoppers to the DIY section through several touchpoints.

Small banners featuring Glidden Weekend Projects generate curiosity through strategic

in-store placements (i.e. Project Bake Sale near the cake mix). Underneath each sign is a dis-penser that holds descriptive project cards.

A touchscreen kiosk located in the DIY section allows shoppers to explore Glidden’s catalog of Glidden Weekend Projects. Shoppers can browse the projects, select one that

fits their weekend, and then print instructions as well as a supply list. The kiosk empowers DIYers by minimizing their

reliance on the Walmart sales associate.

Touchscreen Kiosk

Campaign Signage and Dispenser

Glidden Weekend Project Cards1 Gallon Glidden Flat Exterior Paint

3 hours

less than 30

DIY

DIY

DIY

GroceryGrocery

Toys

WoodSandpaperHammer and nails

Fresh Lemons

SugarMarkers

WEEKEND

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#60 Project young entrePreneurWE

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#51 Project Lion cuB

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#49 Project race tracK

$

1 Quart Glidden Satin Interior Paint

DIY

DIY

Home

Home

Toys & Video

Games

2 hoursless than 40

Paint Brush

Painter’s Tape

Mop

Sealant

Toy Car

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#49 Project race tracK

The catalog will be physically displayed in the store by “Glidden Weekend Project Cards.” The cards have branded images of the completed project on the front, and a list of project supplies and instructions on the back. Project cards are placed next to the paint chips.

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Walmart TVs highlight Glidden Weekend Projects to encourage shoppers to explore the paint section and learn more about Glidden.

Walmart’s national weekly circular features a coupon for $1.00 off paint testers. These ads run on weekends and are shown in newspapers, in-store, and online at localad.walmart.com.

Weeklies

Walmart In-Store NetworkImpressions: 89,421Placements: Top 50 stores

Impressions: 625,955Placements: Top 35 DMAs

Impressions: 112,087,579Placements: Nationwide

Kiosk, Call Button

Campaign Signage, Banners, POS, Project Cards

In-Store Network, Weeklies

Media Placement | In-Store

Point-of-SaleTo simplify the shopping process, color-coded shelves and floor decals in the DIY Section denote the 3 different finishes: Satin, Flat, and Semi-Gloss. Copy on each decal details uses for each type to help shoppers make informed decisions for their weekend projects.

The paint counters include a call button to alert Walmart paint associates that a customer is waiting for assistance. While waiting, shoppers can browse a physical catalog of weekend projects or explore projects on the kiosk.

A large banner above the DIY section drives shoppers

to the paint desk.

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Media ScheduleThe Glidden Weekend Projects campaign most effectively reaches Simple Solution DIYers through integrated, multichannel media placement over the 5 months in the Summer of 2014. The campaign meets the target where they are from May to September, whether it is celebrating the 4th of July or enjoying the weekend in their home.

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Increase brand awareness among Walmart shoppers from 66% to 83%

Significant increase in awareness of the Glidden brand and the Brilliance Collection at Walmart

Measure digital engagement and online traffic, and conduct post-test focus groups and surveys

Persuade Walmart shoppers that painting is a simple solution to living better

Belief that painting is a simple solution to living better, and increase in Glidden sales at Walmart

Conduct post-test focus groups and surveys

Encourage the target to view the weekend as the ideal painting occasion

Increase in small project painting on the weekends and participation in Facebook contests

Track participation in Facebook contests, and conduct post-test focus groups and surveys

Raise consideration for the Glidden Brilliance Collection from 23% to 29%

Significant coupon use and redemption, increase in online traffic and in-store kiosk engagement, increase in collection of Glidden Weekend Project Cards and paint chips by shoppers

Measure in-store engagement, microsite interaction, and sales of Glidden Brilliance Collection

Objectives Expected ResultsEvaluation Techniques

EvaluationVirginia Advertising will conduct concurrent and post-testing to track the success of the campaign objectives throughout the Glidden Weekend Projects campaign. At the midpoint of the campaign, Virginia Advertising will conduct surveys and focus groups and evaluate online engagement to measure the overall effectiveness. An increase in sales of the Glidden Brilliance Collection at Walmart will be the ultimate judge for campaign success and will gauge whether Glidden is perceived as the paint for the weekend occasion.

Increase sales of Glidden at Walmart 14% Measure sales of Glidden at WalmartSignificant increase in sales of the Glidden Brilliance Collection

Awareness generated through the Glidden Weekend Projects campaign creates momentum around the idea of the weekend painting opportunity. This campaign can be extended throughout the year or longer. Glidden can continue to highlight fun, seasonal Glidden Weekend Projects, such as Project Haunted House and Project Sleigh Ride. The projects will focus on indoor weekend occasions as the weather gets colder, to continue to motivate DIYers to paint more often. Also, if successful, the in-store kiosk will be expanded and placed into more Walmart stores around the country to continue growing awareness of the Glidden brand.

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The Pitch

Through the Glidden Weekend Projects campaign, Virginia Advertising will persuade the Pinterest Painters, the Sensible Supermoms, and the Re-energized Realists that painting is a simple solution to living better. By using an integrated, multichannel campaign with a nontraditional focus, The Glidden Weekend Projects campaign will raise awareness and consideration of Glidden at Walmart, ultimately motivating the Simple Solution DIYer to take on new painting projects. To make the most of the media budget during the 5 month campaign, Virginia Advertising has structured its media strategy to meet the target where they are, with project ideas that match their weekend plans.

The Glidden Weekend Projects campaign sets Glidden apart from its competitors by focusing on the painting occasion rather than product attributes. Glidden will own a new space in the market — one outside the traditional messages of color and quality — while staying true to its current brand voice. The campaign convinces Simple Solution DIYers to think of Glidden as the paint they need to complement their weekend plans. Virginia Advertising will show the target that Glidden at Walmart offers.. .

Simple projects that get their weekend going.

Fun and friendly voice that makes the brand approachableDesire to democratize paint for the DIYerGoal to make painting less intimidatingUnique persona that resists the traditional norms of the painting category

Dedication to saving people money so they can live betterMass reach that opens new channels for GliddenDiverse range of products that makes it a one-stop-shop for DIYersLack of recognition as a paint retailer

They are short on time and moneyThey look for simple and affordable solutions to living betterThey value experiences with family and friendsThey associate painting with big life events

It’s the perfect painting occasion for Simple Solution DIYersIt’s the opportunity to be with family and friendsIt’s the balance between work and playIt’s the time to live better

Understands the Simple Solution DIYer

Understands Walmart’s

Understands the weekend

Understands Glidden’sVirginia Advertising...

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SourcesPrimary Secondary

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ImagesFocus Groups

In-Store Walmart Observation

Personal Interviews with Target Markets

Personal Interviews with Subject Matter Experts: James H. Gilmore Dr. David A. Kopek John and Sherry Petersik

Personal Interviews with Walmart Employees

Personal Interviews with Walmart Shoppers

Virginia Advertising Survey Questionnaire

Shutterstock PhotosAAF NSAC Glidden Case StudyAARPAd-ology ResearchAdvertising AgeBox Office MojoBusiness InsidercomScore Media Metrix Consumer ReportsDailyVista Edelmen Digital Experian Simmons Consumer ResearchFacebook

ForbesGlidden.comGlobal HR BusinessImmersion ActiveMarketing ChartsNew York TimesNielsen Media ResearchSRDSSurvey MonkeyTwitterWalmart.comYouTube

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"How The Martin Agency and Communispace Helped Everyday Moms Become Walmart’s Muse." http://www.communispace.com“Don’t Wait for a Big Life Change to Make Your Life Look Like You Want.” http://www.heathercaliri.com