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B&Q build a life campaign:

BUILD A LIFE VIDEO

Introduction

Within this document I am going to be going over the B&Q build a life campaign which started on the 10th September 2020 and took a dramatic impact on the company. B&Q is a large British store company which provides home renovation and DIY products.  

Aims and objectives

The B&Q build a life campaign was created by uncommon creative studio in 2019. The aim of the campaign was to celebrate the belief that anyone can change their home to make life better and change the perceptions of the B&Q brand. 

Target audience

The campaign was targeted towards adults that want to decorate their homes, this was because the general image of B&Q is just catering to builders so B&Q wanted to be inclusive for everyone. This benefited B&Q because they developed a wide range of customers, increasing their overall business growth and profit. Psychometric profiles are when information is gathered about a group of individuals about their personality, behaviour and skills to create a more personalised form of advertising for the correct target audience. This gives a higher chance of the target audience investing into the product or service as it caters directly to them. Demographic profiles are when information is gathered on a certain group of people based on their age, race, sex, income etc. this is for the purpose of creating more relevant services or products for the certain group so there is a higher profit gain from the advertisements. 

Key messages

The B&Q campaign had a very powerful message "you can create a life and a home and the things that you want in this world" giving people the message that they can do anything and encouraging them to make changes. This is a smart way they used to encourage people to buy items from B&Q and renovate their homes. The key message of the build a life campaign was to promote the functionality of their products, as it encourages people to use their tools or products to renovate their homes or fix things.

Approach

They delivered this campaign using things such as billboards all over highly populated areas and television adverts talking about different aspects of life, this was a successful form of advertisement. The billboards would have a random construction tool or object and an important aspect of life summarized in one or two words over the object. The television advertisements showed short clips of important aspects of life with an inspirational speech over it, encouraging people to build a life. 

Representation

In the television adverts for the B&Q build a life campaign they included many different groups of society from different walks of life. It included many different ethnicities and ages ranging from toddlers to the elderly. They wanted to do this to be inclusive to everyone and give the brand an overall friendly and welcoming image. (below there is several images from the build a life TV commercial of a range of families, which is an example of B&Q attempting to give their brand a more welcoming and friendly image).

Campaign logistics

The build a life campaign started in the beginning of 2020, and finished around mid way through 2020. This was due to the coronavirus lockdown at the time, and as everyone was having a difficult time in lockdown away from friends and family, B&Q decided to make their advertisements about the love of family and friends. They also did this so people decide to renovate their homes during lockdown as they had to be in them for a long amount of time.

Call to action

A call to action is a reason to do start doing something in order to achieve a goal. In the terms of B&Q, their call to action was the coronavirus lockdown which B&Q saw as a great time to market their products due to the fact that people were at home for most of the time meaning that they were more encouraged to take part in renovations and DIY around the house. The idea of this campaign was to make the peoples lives a little bit better during that tough time by improving the area which they had to stay in.

choice of media

The build a life campaign was mainly advertised using billboards, as they said that they didn't want the campaign to be drip fed into an Instagram feed and slowly fade away without any recognition. They instead wanted to use a form of advertisement that would create a big impact and stick into the minds of people passing by, so they decided to use billboards in highly populated areas as they think that would create a more meaningful impact. They also decided to make television advertisements to reach a much larger audience and spread the word during lockdown as not many people were allowed to go outside to see the billboards. They also used advertisements in newspapers and magazines to also reach the niche audience that doesn't use mobile phones.

Legal and ethical issues

There wasn't necessarily any legal or ethical issues with the build a life campaign as there was nothing offensive or anything law breaking about the campaign. However it can be considered that the advertisements could create a negative emotional impact on people as it displays a lot of happy families. This could create a problem as there is people who wasn't able to see their family due to lockdown at the time. They would have also had to ensure that no other company logos are shown in the advertisement without permission and no copyright music is used without permission from the owner of the music.

CAP (non-broadcast) code 

The CAP code is a set of rules made for any non-broadcast advertisement agencies to legally follow by. These are made so no customers are scammed, mislead or offended by any advertisements shown. The B&Q build a life campaign has not breached any of these rules as they have been inclusive for all ethnic groups and audience and they have not showed any exaggerated, illegal, offensive or inaccurate content in any of their forms of advertisement.

cap code must be: 

• Legal (advertisements must not promote any illegal products)
• Decent (advertisements must not be offensive to any groups)
• Truthful (advertisements must not lie about their products)
• Honest (advertisements must not exaggerate their products to interest customers to invest in the product or service)

 you cannot:

• Include false or deceptive messages.
• Leave out important information.
• Use aggressive sales techniques.