unit 20-p1
P1
Build a life
"Build Life" represents the direction of B&Q's revitalisation and is the first in a series of campaigns created by Uncommon Creative Studio to create an emotional connection with the brand and restore its relevance in the UK market.
The home has never been more important and recent research from B&Q has shown that lock down has changed the way Brits think about our homes forever, with 57% agreeing that our homes improve our lives more than ever before. Appointed by the brand last year, uncommon's strategic mindset celebrates life at home and the power of home improvement to change lives. Originally inspired by the incredible things people are doing to improve their homes to improve their lives - made even more important by the lock down - the campaign touches on the basics of our homes and reflects B&Q's role in transforming UK homes.
It really is an incredibly broad audience, from first-time buyers to renovating families and even home renters. B&Q connects to so many different homes, and even as shown in the video, there were all kinds of people taking part in multiple different projects, showing that you don't have to be an expert or even good at building to build something for yourself. This campaign relates more to the mainstream part of the population because they seek security in tried and tested brands that have been around a while and are good value for money, which a lot believe B&Q is. A demographic audience profile defines groups based on things like age, gender, income, education, and occupation. This also includes social status which split into six sectors which is A(upper middle class- Doctor, Banker, Lawyer), B(Middle class- Teacher, Architect, Computer programmer), C1(Lower middle class- Shop manager, Office manager, Social worker), C2(Skilled working class- Joiner, Nurse, Cook), D(Working class- Waiter, Labourer, Shop worker), E(Lowest level of substance- State pensioners, Casual or low grade workers, Unemployed, On benefits). I believe that B&Q can be for anything up to sector D, as B&Q isn't extortionately expensive, but at the same time, it isn't cheap and still costs money, so those in sector E may not be able to afford it.
Aims and objectives
the aims and objectives of this campaign is to show a different side to B&Q because everyone only ever saw it as a place to buy things like hammers and screws that their dad went to when they were little, whereas this campaign changes a persons perspective on the brand because it shows more of what they sell as well as the things their brand and its products can do for people because it gives everyone a chance to make something unique for their home and their day to day life.
"The first brand that comes to mind when consumers think of a certain niche product or industry has achieved top-of-mind awareness. Not all consumers will think of the same brand, but the results offer a clear indication of which companies are most popular within an industry."
This is what ChannelSight (2021) website describes as Top of Mind Awareness: Important Metrics for eCommerce (channelsight.com) (TOMA). B&Q is trying to create this to make the brand more noticeable as well as using this to make it more memorable and easier to spot with its signature bright orange for all the ads.
Key messages
The key messages of this campaign, from what I can see, are that stereotypes don't matter, you make who you are, and you can be anything with the right materials and the right motivation to do so. This campaign clearly shows that in order to lead your own life and be unique in who you are, creating and building the things you have yourself can make memories that are better than just buying the furniture.
For this campaign, than were more subtle than most brands with billboards and a simplistic advert that puts across their point, showing the change they make in people's lives using their bright company colour to attract people's attention because it is very eye-catching and vibrant. The campaign, which was introduced with a film comprised of actual home films from families all around the UK, serves as a reminder that everyone can improve their home to improve their quality of life. Following the movie, several enormous billboards reflecting life situations and how home remodeling may influence them appeared in key UK cities. The out-of-home components combine B&Q's iconic orange with quotes on home improvement and everyday living. The advertisement is narrated by Game of Thrones actor Rory McCann and closes with a play on B&Q's catchphrase, "You can do it."
Representation
In the advert for the build a life campaign it shows diversity of races cultures and age which shows that the campaign is aimed at anyone and everyone because they were inclusive potentially expanding the customer base, whilst showing the abundance of products they have. they also show all the people to be relatively happy in the ad giving a warm feeling towards the brand, giving the impression that they are a good brand because their products bring people together.
Campaign logistics
The brand B&Q was first made in 1969 to encourage regular people to get into DIY showing that you don't have to be a builder or specialist in the area to do something with it anyway, the "build a life" campaign started in 2019 to bring back an emotional link with their customers reinstating a meaningful place in the UK's market. lots of campaigns have been launched since this one; however, I cannot find a date when the Build a Life campaign actually ended. but it did change the opinion of a lot of people regarding the brand.
Choice of media
In order for this campaign to be a success, they would've had to use many types of media such as: TV, social media, digital media, mass media, movies, magazines and more. B&Q differs from many companies using real home videos compiled in one video that is then shown across 8 countries in Europe on televisions, with the advert then posted online, making it global, whilst also using national press to increase profit and attract customers.
Call to action
There is no obvious call to action. B&Q is trying to generate TOMA (ChannelSight, 2021) in order to make the brand more memorable which is why their logo is a bright orange making it more noticeable and the words on the ads are more relatable to real life with short sweet sentences that are easy to remember and can get stuck in your head which could make you want to buy from the brand.
Legal and ethical issues
When advertising, they will have to take into account the advertising standards authority, Advertising Standards Authority (ASA) is the UK's self-regulatory body for the advertising industry, funded by a levy on the sector. It supervises the content of ads, promotions, and direct marketing, investigating complaints and ensuring they meet its standards. The ASA mandates documentary evidence for claims and avoids misleading marketing communications.
The Committee of Advertising Practice (CAP) is a self-regulatory body responsible for creating, revising, and enforcing the Code for marketing communications. Members of CAP include advertising, sales promotion, direct marketing, and media businesses, ensuring legal, decent, honest, and truthful marketing communications, meaning that before being shown to the world, they have to watch and check that it meets their standards for being shown on TV.
Regulation ensures social responsibility and a respect for fairness by being legal, decent, honest, and truthful to their customers, staff and anyone included in the company.
Regulatory bodies
Ofcom mandates television broadcasters to ensure advertising is easily identifiable and distinct from editorial content, adhering to relevant laws, policies, and regulations, including the AVMS Directive and BCAP Code.
When advertising, they will have to take into account the advertising standards authority, Advertising Standards Authority (ASA) is the UK's self-regulatory body for the advertising industry, funded by a levy on the sector. It supervises the content of ads, promotions, and direct marketing, investigating complaints and ensuring they meet its standards. The ASA mandates documentary evidence for claims and avoids misleading marketing communications.
The Committee of Advertising Practice (CAP) is a self-regulatory body responsible for creating, revising, and enforcing the Code for marketing communications. Members of CAP include advertising, sales promotion, direct marketing, and media businesses, ensuring legal, decent, honest, and truthful marketing communications, meaning that before being shown to the world, they have to watch and check that it meets their standards for being shown on TV.
Ofcom - not cause offence and Code on the Scheduling of Television Advertising (ofcom.org.uk)
Psychometrics - Target audience - GCSE Media Studies Revision - BBC Bitesize
Top of Mind Awareness: Important Metrics for eCommerce (channelsight.com)
ChannelSight. “Top of Mind Awareness: Why This Metric Is Important for ECommerce Brands.” ChannelSight, 3 Nov. 2021, www.channelsight.com/blog/top-of-mind-awareness.
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