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B&Q – HOW WE HELPED A MAINSTREAM BRAND ‘GO LUXURY’

OUR CHALLENGE
LUCHFORD APM WAS CHALLENGED IN 2004 WITH THREE SPECIFIC TASKS FOR B&Q: TAKING MARKET SHARE FROM IKEA, POSITIONING B&Q AS A LUXURY BRAND AND, MOST SPECIFICALLY, GETTING THE BRAND IN BRITISH VOGUE.

OUR SOLUTION
OUR SOLUTION WAS AN EVENT AND LIFESTYLE PLACEMENT CAMPAIGN WHICH SHOWCASED THE BRAND IN A NEW LIGHT TO A DIFFERENT KIND OF AUDIENCE. A RED CARPET LAUNCH ‘HOUSE PARTY’ EVENT WAS ORGANISED AT LONDON’S DELPHINA STUDIOS, WHERE KEY JOURNALISTS AND CELEBRITIES WERE INVITED TO EXPERIENCE THE NEW ‘IT’ RANGE IN A LUXURY SETTING. THIS WAS ACCOMPANIED BY A COMPREHENSIVE LUXURY PRODUCT PLACEMENT, BUSINESS AND TREND CAMPAIGN AIMED AT CAUSING BRAND RE-APPRAISAL.

OUR IMPACT
OUR CAMPAIGN TOOK B&Q INTO PLACES IT HAD NEVER BEFORE BEEN – FROM A FULL PAGE IN EVENING STANDARD (‘B&Q - THE NEW BURBERRY?’), A FULL PAGE IN THE TIMES T2, A PROFILE IN THE TELEGRAPH, A FEATURE IN THE GUARDIAN, A 5 PAGE STORY IN THE SATURDAY TIMES AND A LARGE FEATURE IN VOGUE ON B&Q BEING A FASHIONABLE BRAND, SOMETHING THE MANAGING DIRECTOR SAID WOULD NOT BE POSSIBLE TO ACHIEVE. IN ALL WE ACHIEVED AN ROI OF 36:1, BASED ON AN ADVERTISING EQUIVALENT OF £1.8 MILLION AND A 6 MONTH PROJECT COST OF AROUND £50,000.

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