ABOUT

Wickes is an own brand Trade & DIY shed.

We pursuaded them to stop spending £4m a year on a catalogue and spend it on TV and press instead.

We branded them from the inside out. 'At Wickes, we go to Northern Scandanavia to source the best pine that doesn't split or twist and we stock it in our own brand stores so you can do the best job at the best price. A job you can be proud of. It's got our name on it.'

Our strategy of shared pride in a job well done attracted the Trade, DIYer and Serious DIYer as well as Showroom Sandra.

We shot all the ads using camera POV to put the customer into the job and we said 'what M&S did for food, we'd do for wood'. Finished off with Tim Spall as the VO, and every job was signed by the creator and had a satisfying pat to make sure there's no 'dinks' (an insight from research).

The results were beautiful and inspiring. Brand fame was immediate and ROI was £3.60 for every marketing £ spent. That made it easy for the annual marketing budget to scale from £4m to £30m over 5 years.

The 'shared professional pride' strategy became and IPA paper and Wickes are using it again in their current campaign.