B&Q

Role: User researcher/ Strategist

Project: get the nation diy-ing again with b&q

The success of this project came about through identifying user needs through deep qualitative and quantitative research. Our findings revealed that Autumn and Winter DIY jobs are never the fun ones. It’s either putting the garden away for Winter or prepping the house for guests at Christmas. Whilst our advertising approach on TV was traditionally to inspire people with the beautiful things they can achieve in their home and garden, our research revealed that this approach wouldn’t cut it at this time of year. However, our research did reveal an opportunity. Whilst these jobs weren’t necessarily fun or glamorous, people still wanted their home to be looking great for the time Christmas comes round (we called this the mother-in-law effect).

Our approach was simple. Create an advertising campaign that gets the nation off their feet and ticking-off their to-do list by showing them how easy and achievable all of these boring jobs are with B&Q by your side. This campaign was also the perfect reason give B&Q’s famous endline ‘You can do it when you B&Q it’ a new lease of life.

From fixing a loose handle on a cupboard to affording the perfect new kitchen, there are lots of people who think they can’t do it. But ‘can’t do’ is forced to step aside as ‘can do’ took centre stage, in this unconventional and comedic campaign.

Launching with a 30” film, closely followed by a series of 10” TV spots, the campaign deftly communicated the ease of doing a home project with B&Q.

Results:

The campaign drove the most action from consumers out of all DIY/ Home Improvement adverts running during this period, making them the most effective adverts in the category running at this time, out performing all competitors including Wickes and Wren.

The campaign was shortlisted for a British Arrows award.

Project: show people how to unlock the potential of their bathroom with b&Q

Everyone wants a dream bathroom; somewhere to relax, that looks great and works perfectly for their needs. In reality, the bathroom is like a bus station. It’s a busy, small, constantly cluttered room that needs to perform a host of tasks. It’s more manic thoroughfare than indulgent, relaxing space.

Our approach was to inspire people with the possibilities that B&Q’s brilliant bathroom solutions offered. Any bathroom can be unlocked to perform better for everyone, and look great too. Plus, B&Q help and support you with the project every step of the way.

Results:

The execution successfully drove higher bathroom sales whilst on air and drove more consumers to act than any other bathroom advert tested in 2018.