Objective
Strategically create a brand response campaign which supports the notion that “Screwfix is the most convenient way to shop - and now with Sprint, an industry leading 60-minute delivery service, we are even more convenient.”
It should drive awareness of Sprint as well as proving versatility to positon support the secondary convenience pillars and increase our consideration amongst the Trade.
Strategy
A tradesperson's job is unpredictable by it's very nature, so staying on the job is important for tradespeople. Time in traffic or in-store buying equipment means they're not on site getting the job done and earning. The benefit of Screwfix Sprint is that tradespeople can now spend more time on site. We wanted to highlight this in a fun and engaging way that would make Screwfix famous for 60 minute delivery.
We identified a soundtrack that emphasised this perfectly - 80s earworm ‘Break My Stride’ by Matthew Wilder and created a TV ad that showed three tradespeople dancing through a house as they got their work done.
Results
It’s worth understanding that this was the first time Screwfix had embarked on a campaign like this. So the level of engagement and success surpassed all expectations.
Over 5M views on TikTok, 155K likes, and over 2.5K comments
14% increase in awareness with trade audience
65% increase in app downloads month on month (May-Jul)
18% increase in sales via the Sprint service