B&Q ads celebrate feelings of DIY pride

B&Q is moving away from advertising that focuses on the functional benefits of its products to highlighting the pride that comes with completing a DIY project.

BQ

A TV campaign, created by McCann Erickson, launches on 19 March and features a grandfather building a chicken shed, a couple decorating a nursery and a young girl growing her own tomatoes. The ads aim to show the pride consumers take in DIY and forge an emotional connection with a broader range of customers.

B&Q marketing director Katherine Paterson says the role the DIY chain plays in helping people improve their homes has changed and it needed to modernise to appeal to a broader range of customers.

She says: “We’re developing a way to communicate that is more inspirational for what people need. Not everyone wants to build something from scratch.

“But what is the same for all our customers is the pride in what they’re doing, whether it’s building a shed or wall or choosing new curtains and décor. We can have a consistent message in our marketing because that ‘I did it’ moment will span whatever type of DIY project is being done.”

The ad voiceover is: “Everything we do is to help you say ‘I did that’. You can do it too” – an evolution of B&Q’s ‘Let’s do it’ and ‘You can do it’ brand slogans used in previous campaigns.

The new TV ad is set to a version of the Crosby Stills and Nash track My House, performed by upcoming band The Amber States, which will be available on iTunes.

The campaign also includes press, social media and PR activity. B&Q is also relaunching its sponsorship idents around Channel 4’s home and property programmes to tie in with the new creative.

The retailer also hopes to encourage customers to share their own ‘I did that’ moments when they complete home improvement projects with the brand by sharing photos and content on Facebook. Paterson says that these may go on to inspire forthcoming marketing and advertising.

The move away from functionally driven advertising is in line with B&Q’s efforts to overhaul its own-label ranges.

It recently outlined a £12m investment in new products, ranges and stores to develop a more fashion-led seasonal approach and reverse the 2.5% slide in like-for-like sales that the Kingfisher-owned business reported for the 13 weeks to 28 January.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here