UNIT 2: P1
B&Q Build a life campaign.
Introduction:
What is B&Q? It is a British multinational DIY sand home improvement retail store. It is the UK's leading home improvement and garden living retailer, helping customers to have smarter homes. The build a life campaign was launched in late September 2020. Just after covid. The campaign was launched made up with families across the UK to show anyone can change their home. There were billboards that were in major UK cities and a short film as well.
Aims and objectives:
The 'Build a life campaign' aimed to create an emotional connection with the brand and celebrate the beliefs that anyone can change their home to make life better. I believe B&Q also used this campaign to bring more people back to B&Q after covid had hit, they would be advertising how families can build their own home (their life). After covid you weren't allowed to have anyone else around, so builders etc. could not come round to do the DIY so they are advertising that families can create their own home to how they desire with the help of B&Q. This would then slowly bring back customers so that their sales could go back up. It also aimed to inspire people to redesign their homes after being stuck in them during lockdown with the same designs surrounding us so to have a new homely feel would make them happier and get the new feel.
Target audience:
The campaign is targeted at a range of people, starting from first time buyers to families trying to renovate and even those who rent out their homes. B&Q connects with a variety of people who are wanting a new style, a new look or just a new beginning. But the campaign doesn't single out any individual, it promotes to all demographics, to a variety of people no matter who they are they can still make the changes they need to their home with the help of B&Q. The psychometrics is more of a mainstream shop as its quite popular and lots of people go. The geographics of B&Q are just in the UK as it is a UK based store. I also believe that it could be aimed at the explorer as they look for something new and that's all about this campaign trying something new to find the new look for your home.
The fact it says "you can do it" shows the fact that anyone can do this no matter what age or gender what class its all down to each individual its down to YOU.
Purpose:
The purpose behind this campaign was to bring back customers to B&Q after covid-19. As many people had been stuck in their home with the same old decorations so a change may be what they need but seen as builders and decorators were not allowed into people houses the campaign shows how families and everyone can do it themselves to encourage them to use B&Q to get the supplies, they need to build their future. It was to make people reconnect with B&Q.
Key messages:
The key messages are to take control and show that you can enjoy family life. It promotes to everyone of all psychometrics, demo graphics and a wide target audience that anyone can renovate their house to how they want it with the help of B&Q.
They use different slogans on different billboards to attract the wide range of people to find something suitable for all families this is so that each person has its own unique point to DIY.
B&Q uses the message to make a change for living from turning your old home to something better more modern something more suitable for you, to show your personality through you home. unlike other DIY companies that promote the message to being more comfortable fitting into what's already there, hence why B&Q's message is better.
Approaches:
B&Q uses multiple ways to promote this campaign it used a short promotional video which incorporated real people which showed them in their homes using B&Q things to transform their home together as a family. it used the game of thrones actor, Rory Mcann to voice over which uses celebrity endorsement. They also used billboards around places all with different slogans on. the different slogans were used to attract multiple audiences to come buy DIY bits from B&Q.
B&Q have rivals with IKEA as it is a DIY store which are both similar.
Representation:
There is representation for all families of all races and ethnicities to show how B&Q is modern and equal to everyone, it inspires everyone to do DIY no matter who they are. It is shown through the home video cameras with capture the feel for a real authentic family.
Choice of media:
B&Q chose to use a mix of traditional and new media to advertise their campaign, I believe this was to appeal to a wider audience than just one type. As by using the traditional media such as the billboards, this aims to appeal to the older generations as they will see them whilst driving so it will catch their eye to have a look once they arrive at their destination. But by using the new media they can use social media which will appeal to a younger generation leading them to become interested and id the social media has a link to their website then they can click on it and instantly look at all the supplies that B&Q has to offer and see if anything peaks their interest so they can either purchase then and there or find away to get to their nearest store and have a look around but they can also share this on social media which equals in B&Q getting more views and spreading around everywhere, in total benefiting them.
They also used cross media as they used billboards plus a tv advert to advertise their Build a life campaign.
The choice of media that a company has has a huge impact on the audience as what they are distributing out and trying to advertise needs to be put across to the correct consumers. So by choosing the correct media to place their advertisement campaign can impact on who sees it and who will be more inclined to access the store.
Regulatory bodies:
The main regulatory body that would be involved within this ad campaign would be ASA (Advertising Standards Agency). The ASA regulate the UK's advertising and are an internal regulator, meaning that B&Q's campaign will have been approved by the ASA to be released. OFCOM may also be a regulator involved with this campaign due to it being shown on TV. OFCOM regulate what is shown on media sectors such as TV, Broadband and Radio. Therefore they would have to approve whether the advert is fit to be shown on these media sectors or not.
Call to action:
B&Q doesn't have many obvious call to action sectors for their campaign, such as website or media links. In my opinion, I believe that they don't need an obvious call to action, as they have a memorable name and are a well known brand amongst the British public. The orange that is used in the campaign is also in association with the brand itself, along with the bold white writing in the original title font, making the public think of B&Q. They have a passive audience, meaning that consumers are likely to use their products multiple times rather than just once.
Legal and ethical:
The use of home videos in this campaign would mean that the people who own the video would need to give consent for B&Q to use it, otherwise copyright infringement may have been an issue. Tobey Duncan from Uncommon says that they gained the home videos by using a "casting partner who connected us with a real home from every city in the UK. Each family would share their film archives of family and home life videos." (Contagious 2020). This campaign includes multiple videos of children, meaning that they have to be careful in how they present these children, which they do in a non-exploitative way. Due to the representation in the video advertisement, I wouldn't say that this campaign would cause offense. Maybe a lack of representation could cause offense due to people of minority communities feeling as if they are not 'seen' by the brand, therefore damaging B&Q's reputation among those communities. As the campaign was released around the time of the pandemic, this may have affected an audience emotionally, as the pandemic kept loved one's apart and this may now be a sensitive subject to some members of the public. In terms of libel and slander, they aren't an issue within this particular campaign, but B&Q would need to ensure that the information that they include in the advert in order to avoid a potential libel or slander case.
Campaign logistics:
This particular campaign was a flighting campaign, as it was a one-time release to increase B&Q's recognition and put them back in the public eye. The use of this would affect the audience by making consumers feel as if B&Q is a new brand, therefore encouraging consumers to engage with it. This campaign may not have been as effective if it had been put out as a continuous campaign, because as time went on and the effects of the pandemic disintegrated, the meaning of the advert wouldn't be as effective. The campaign was released just after the pandemic, meaning the timing of the campaign was perfect to emotionally affect viewers, and encourage them to get out and get busy after the country's lockdown.
Bibliography
https://www.contagious.com/news-and-views/insight-strategy-behind-B&Q-build-a-life-brand-campaign-Uncommon
https://www.creativeboom.com/inspiration/build-a-life/
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