A national campaign from Screwfix says ‘Don’t stop. Sprint’, highlighting its rapid delivery service which delivers trade essentials to site in 60 minutes or less.
The integrated campaign will run across TV, radio, VOD, press, in store, app, digital and social. Screwfix has also introduced an influencer campaign for the first time, in a bid to reach as many tradespeople across the UK as possible.
Created by creative and innovation agency Five by Five, with media planned and brought by Dentsu, the TV ad shows a customer ordering on the Screwfix app before dancing through the site with his team. The ad signs off with the line: ‘Don’t stop. Sprint.’.
It’s not the first time Screwfix has spoken directly to British tradespeople, following on from last year’s ‘Choice of Champions’ campaign, a 30-second spot which highlighted “the high level of skill and effort” that goes into a typical day’s work.
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Set to the tune of ‘Break My Stride’ by Matthew Wilder, the classic 80s ‘earworm’ track has been deliberately chosen to help the campaign gain traction in construction sites all over the country. It’s also the hook for the social media influencer campaign, which has been designed to amplify the message and underline the authenticity of the brand.
Screwfix Sprint – which allows busy customers to order trade supplies on the Screwfix app and have them delivered directly on site without the need to take a beak or down tools – is the latest award-winning initiative from the DIY and home improvement retailer.
Over 30,000 Screwfix customers have already used Sprint, with 80% of those tradespeople. The service has become embedded into the way some customers shop with the omni-channel retailer.
Five by Five managing director Annabel Mackie said she was proud to have delivered a campaign that is “packed full of entertainment” while still conveying the core message of Sprint’s benefits as well as “remaining true to the authenticity of the brand and its customers”.
