B&Q Helps Rescue Britain's Unloved Rooms

B&Q, the UK’s largest home improvement retailer, has launched a new advertising campaign informed by research that says over half of Britain’s homes have at least one unloved room.

The TV, press, and online campaign, by Karmarama highlights the plight of Britain’s unloved rooms and shows how B&Q can help “turn the unloved into the unbelievable”.

 

The TV ad, which has a voiceover by comedian Rob Brydon, shows families transforming neglected rooms in their homes. 

The soundtrack for the ad is a cover of the 1970s classic “Your Love Keeps Lifting Me Higher and Higher” performed by Pixie Lott exclusively for B&Q. B&Q will also release the track on iTunes.

A recent study conducted by B&Q showed that on average 16.58 square feet is being wasted in each home in Britain and nearly 14 million rooms are left ignored or neglected. 

The “Unloved Rooms” campaign aims to establish B&Q as the primary destination for customers to receive advice, reassurance, solutions and inspiration for transforming unused and neglected rooms.

The TV spot will launch on Wednesday, June 19th with 60 and 30-second spots and the print ads will run in daily and Sunday national newspapers and consumer magazines.  

The campaign is supported by PR, press competitions, in-store activity and online via B&Q Club, Facebook, Twitter and diy.com.

David Hutchinson, B&Q marketing director, said: “As the UK’s largest home improvement retailer, B&Q prides itself on providing the best help and advice. When we discovered that more than half of the homes in the UK have an unloved room and the average customer believes that it will cost over £1,000 to transform those rooms, we wanted to act. We not only want to enthuse and inspire customers to give those rooms TLC, we also aim to reassure them that, with B&Q, it doesn’t require as much money as they believe. With just some clever touches, they can transform those rooms and fall in love with their homes again. 

“We aim to connect with customers even further and establish B&Q as the primary source on which they can rely for advice, inspiration, empathy and, importantly, a superior and tailed customer service experience across all touch points. In essence, we aim to male better homes and better lives a reality for our customers.”

 

Credits

Project Name:  B&Q Unloved Rooms
Brief: Start a home improvement movement
Client Name:  B&Q
Creative Agency: Karmarama
Agency Producer: Caroline Connor
Art Director: Sam Cartmell
Copywriter: Sam Cartmell
Creative Director: Sam Cartmell
Planner (Creative Agency): Sid McGrath
Director: Lalli Jonnsson
Production Company: Kream
Production Producer: Suzanne Reid
DOP: Elli Cassata
Post Production: Kream
Editor: Spencer Ferszt @ Marshall Street Editors
Audio/Sound Design: Grand Central