B&Q Urges Its Customers To "Do It Together"
In the digital era, ad campaigns need to do two things – grab viewer attention, then offer the promise of something more.
A case in point is B&Q's new £6m marketing campaign, Let's Do It Together, which broke last week and runs until the end of March. Created by McCann Erickson, the first leg of the campaign is based on a series of candid camera-style TV ads that show people having unfortunate (but funny) DIY disasters. Subsequent executions will show people working with others to have successful DIY experiences.
The first ad is funny enough to keep audiences engaged. But the really smart element of the campaign is the support activity happening online and in-store. This includes online and in-store demos, training classes and advice from celebrity experts. As part of the package, B&Q is also offering free next-day delivery in order to help consumers turn theory into action over the upcoming Easter holidays.
B&Q marketing director Katherine Paterson explains: "B&Q is on a mission to make DIY easier. As our new ad reveals, we have so much to offer our customers this Easter, from online advice with our celebrity experts to in store project demonstrations and DIY classes. DIY doesn't have to be difficult and by doing it together it's even easier."
B&Q has signed up a number of TV celebrities in recent times, including Alan Titchmarsh, Kirstie Allsopp and George Clarke. As part of the campaign, they will offer advice via stores, leaflets and online at www.diy.com