Back to News page Read next article Read previous article
We have worked with B&Q since 2008 as their roster agency for TV sponsorship and branded content. Our brief was to shift brand perception of B&Q from ‘hammers and nails’ to an inspirational ‘home improvement’ brand by inspiring consumers to start home improvement projects.
Our brand strategists, advertising, digital and media experts immediately set to work and found that many home improvement dreams were stalled by fear or lack of ideas and knowledge. This 'fear of the unknown' was acting as a barrier to consumers.
To help empower more types of consumers in Britain to 'have a go' at improving their homes and gardens, we created a series of inspirational and educational films and TV spots that showed easily and clearly how their DIY dreams and visions could come to life.
We ran the spots in sponsorship and as branded content across every conceivable channel and device, including the development of a B&Q YouTube channel.
To date, we have produce more than 500 spots and films across TV, online, mobile and in-store. The YouTube channel has been viewed more than 3 million times and the TV sponsorship investment out-performed TV spots by 80% in 2010. Cumulative ROI for the campaign was 23:1, or £23 for every £1 invested.