This is a story about how The Lone Ranger helped B&Q sell out of paint.
B&Q came to us with a challenge - its overall sales needed a boost in three product categories. A promotional offer was the extra push they needed to get budding DIY-ers buying.
The strategy was simple - a really great offer plus maximum reach. The offer was kept under wraps until launch, to make sure B&Q were the only retailer shouting about such a great deal and getting cut-through. Media was bought across TV, radio and digital - with social media channels reinforcing the message.
But how does a tactical sales campaign capture the imagination (and purchase intent) of unengaged consumers scrolling through their phone during a boring TV ad break?
Here’s when The Lone Ranger rode to our rescue: using the iconic William Tell Overture track alongside the brand voice of B&Q meant the TV ad had standout, grabbing the attention of the viewer/listener long enough to hear about B&Q’s show stopping deal. The fast-paced animated visuals added to the sense of fun, putting the offer and products at the heart of the ad.
B&Q brand devices were prominent to drive recognition, and we cemented the offer by combining it with one of Britain’s most famous slogans. ‘You can do it when you B&Q it’ became ‘You can do it when you 3 for 2 it’.
This approach was mirrored across the other channels - the music having impact on radio and the eye-catching animation grabbing attention on digital display and social.
The campaign was a barnstorming success, driving sales of £4.7m in just two weeks, 40 percent above forecast, and with an impressive ROAS (return on advertising spend) of 6.13. When benchmarked against previous B&Q campaigns, the campaign achieved the best recognition from the past 2 years.
