B&Q

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Project Details
Skills:
PR
Categories:
,
Client:
B&Q
Project Description

Montage was tasked with launching one of the largest B&Q stores in Europe in key media and communicate the new Market Place format designed to attract more female consumers and focusing on adding colour to their homes. Centred around a stylish cafe area the Market Place inspired its customers with showrooms portraying practical kitchen and bathroom layouts, helping them visualise and bring their DIY dreams to life.

Creative:

  • On the eve of the launch consumers were encouraged to ‘Colour Your Home’ and consider new colour palettes. To bring this concept to life Montage created a stunning installation that illuminated Gloucester Cathedral, transforming it into a vibrant backdrop for B&Q’s ‘Colour Your Home’ launch
  • Passers-by were given a new perspective on colour as a selection of hues from B&Q’s new paint range were projected onto the Cathedral
  • On launch day consumers were given tours of the new roomset concept and a series of vox pops were recorded to seek their views
  • Stylists offered advice and tips on colour palette combinations and how to utilise space effectively in homes
  • All visitors to the launch event received a discount voucher to be used in-store on their next visit

 
Results:

  • Coverage in all key publications, radio interviews (including BBC Radio 4), Retail Week, Daily Mirror and TV footage
  • Record sales in region in first week of trading
  • Roomset concept received 95% positive consumer feedback
  • Consumer awareness of B&Q’s colour ranges increased by 62%
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