Wickes has kicked off a new brand marketing campaign glorifying the art of DIY and encouraging the British public to show off their home improvements and be “house proud”.
The DIY retailer’s latest campaign, created by VCCP London, will be centred around a one-minute spot which premiered during last Friday’s Gogglebox programme on Channel 4, kicking off a 12-week marketing push.
The ad, titled “Open Up” focuses on proud home improvers showcasing their completed projects to passers-by on the street, celebrating the art of DIY.
The fully integrated campaign was planned by London agency Carat UK and will be rolled out across social media, broadcast VOD, YouTube, SEO and other paid and owned channels.
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“We want to connect with a wider customer base, which is why we’re capturing DIY projects, together with those that include our Design & Installation services in one combined narrative,” Wickes chief marketing and digital officer, Gary Kibble said.
The story of house-proud Brits opening up their homes will ensure we’re top of mind for home improvers, by communicating that Wickes is the go-to business whatever the project, to help them feel house proud.”
VCCP’s creative director, Simon Learman added: “Everyone in the UK should be able to feel proud of the place they call home.
“From a simple lick of paint to a new kitchen, we all have the opportunity to transform where we live.
“By showing a cross section of society all feeling house proud, we show how Wickes can help you banish that feeling of housebarrassment forever.”
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