The ad is designed around the concept of home improvement projects rather than specific products but aims to demonstrate that B&Q has all the products customers will need to complete a project in their home. It focuses on “unloved rooms” that need attention.
Speaking to Marketing Week ahead of the launch, marketing director David Hutchinson, says: “Unloved rooms gives a narrative the customer can understand and creates a reason for us to tell a story [about our products]. Most people have one room that is neglected or overgrown with stuff. We wanted to tap into that and use a little bit of guilt and a little bit of inspiration to tell them they can do it more affordably that they thought.”
The retailer is also planning further activity throughout the year to build on the “unloved rooms” concept.
The brand is hoping to “reinvigorate” the DIY market and boost its sales. B&Q posted a 4 per cent fall in like for like sales in the three months to 4 May.
Hutchinson, who took over the marketing director job earlier this year following the departure of Katherine Paterson in September, says the digital elements of the campaign are the most innovative B&Q has ever attempted.
The brand campaign will run alongside B&Q’s Handy Prices campaign, which launched earlier this year to highlight the retailer’s “value for money” positioning. Handy Prices is intended to be a long-term campaign to be “transparent and honest” around pricing and avoid the high-low price structure it has used in the past, according to Hutchinson.
Hutchinson claims the innovative digital elements of the campaign are “light years ahead” of anything B&Q has done previously to establish a “different way of having a dialogue with customers” across multiple channels.
Activity includes TV, press, outdoor and digital. The campaign was created by Karmarama.