B&Q switches focus from price to 'unloved rooms'

B&Q: launches unloved rooms campaign next week
B&Q: launches unloved rooms campaign next week

B&Q is shifting its attention from price messaging to "unloved rooms" for its multimillion-pound summer ad campaign.

The 'Unloved Rooms' campaign will launch on TV on Wednesday 19 June and aims to position the retailer as a source of "advice and inspiration".

B&Q’s latest drive comes after it launched a high-profile campaign in February under a "handy prices" banner, which attempted to promote its shift to an "everyday low-pricing" strategy.

David Hutchinson, acting marketing director at B&Q, said the ‘everyday low prices strategy’ and the ‘unloved rooms’ creative idea will sit alongside each other as part of a five year strategy.

He explained: "It’s a long term commitment. It’s a business wide initiative and not a marketing campaign that will be here today and gone tomorrow." 

The ‘unloved rooms’ idea is based on a study conducted by the retailer, which found that 54% of homes in Britain have at least one unloved room in the house, meaning there are nearly 14 million rooms in the UK that have been "neglected".

Hutchinson said: "When we discovered that more than half of the homes in the UK have an unloved room and that the average customer believes that it will cost over £1,000 to transform those rooms, we wanted to act.

"We 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."

The 60-second and 30-second TV spots will be supported by a large-scale press campaign, alongside online activity via B&Q Club loyalty scheme and the brand’s Facebook and Twitter pages. 

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