Shift brand perception from 'just hammers and nails' to home improvement, and position B&Q as a more inspirational home improvement brand.
We found that the consumer barrier to entry was fear of the unknown and getting it wrong
(an expensive mistake in DIY), but nearly everyone has a home improvement dream. If
we could inspire consumers to 'have a go' by showing easily and clearly how dreams
and visions can come to life, we would be able to help customers 'take the leap'.
Inspiration + knowledge = the confidence to have a go!
Asking the consumer: 'what could you do?', we launched the largest ever (on volume) TV sponsorship campaign in the UK capturing audience imagination at precisely the right moment.
Branded content films served through the B&Q You Can Do It YouTube channel showed consumers just what improvements were possible through practical how-to guides presented by trustworthy celebrities such as Alan Titchmarsh, George Clarke and Kirstie Allsopp.
We have produced more than 500 spots and films over three years across sponsorship and branded content
TV sponsorship investment out-performed spot TV by 80% in 2010
The cumulative ROI between 2008 and 2011 delivered a ratio of 19:1; that's £19 for every £1 invested