Essential reading for retailers and suppliers in the home improvement market

B&Q campaign to instill home improvement pride

Published: 15 March 2012
The DIY retailer's latest Spring/Summer marketing campaign launches on TV and online next Monday with a series of vignettes aiming to improve the sense of personal achievement associated with home improvements.
B&Q campaign to instill home improvement pride
B&Q said: "The TV ad is themed on a series of everyday people at a very extraordinary moment in their lives, form harvesting a giant pumpkin to a dad-to-be surprising his heavily pregnant wife with a beautifully decorated nursery."

Aimed to be a "step onwards" from previous ad campaigns from the retailer, the message this time aims to connect with the consumer on an emotional level. Just like Homebase - who recently identified that 60% of its customer base were women and designed its new ad campaign accordingly - the ad is intended for the female market. It is these customers who are, according to B&Q, "more often than not the key decision maker in home improvement purchases."

The campaign will be previewed on Facebook and Twitter, where fans of the retailer will be consulted on what they think. Each vignette supports B&Q's new season product launching in stores now under its new group brands: Blooma, Colours, MacAllister and Verve, in which the company is investing £12m.

B&Q's marketing director Katherine Paterson said: "It's important to recognise that completing a home improvement job for the first time, however big or small that may be, can offer an enormous sense of satisfaction. That's what our campaign is focusing on.

"It's about the feel good factor we all get from making improvements to our homes and the lives of our families. At B&Q we have all the help and advice in store and online you need plus the widest affordable range of new products this season to inspire the nation with the confidence to get stuck in, have a go and revel in the moment they can turn back with pride and say 'I did that'."

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