Brand P1- build a life

BUILD A LIFE CAMPAIGN

B&Q has today unveiled its new brand campaign, ‘Build a Life’, that celebrates the belief that anyone can change their home to make life better.

The Aim:

The 'build a life' campaign helps people see that they are capable of making their home better which makes their life better. B&Q have made this campaign to help people believe in themselves and make their home a better place. the aim is to create an emotional connection with the brand, reinstating its meaningful place in the UK market. Our homes are a place where we live and where life happens so we need to enjoy the life we live in the environment we love, if you don't B&Q is wanting to encourage people to be able to make their living environment better. its building the home you want to build the life you want. 

A positive of this is that in covid times no one could go out the house to be able to buy something that you need to make your home better so B&Q is encouraging peopled to be able to build it themselves when you cant go out and get it. This was amazing for people in lockdown and it got people DIYing and creating things they have never done before just to make their home a better place. 

Target Audience:

B&Q's campaign 'build a life' has a very broad target audience meaning it can be targeted to first time house buyers or family renovators to professional home designers, as long as you have a home even if you just rent it this campaign is geared towards you. Some demographics are like people that would have a house so mid twenties and upwards as they would be great if they are new home owners. There is no gender on this campaign DIY is for anyone or everyone but you have to put your mind to it. This is really a campaign for anyone that has the patience to do it and if you even have no clue there is always people to help and things to research if you want to try something new. also, it brings people together within a household which is one of the aims of this campaign its to bring people to help create something that is going to bring joy to you and make your home, life and yourself better. 

Key Messages:

They believe that everyone should have a home they love, they are wanting to get people to come and build a home you want to live in. if your not happy in the home you are in they are wanting to be in then you should try and make it the home toy want to be in. they are aiming to get people to go into store and buy the things they need to create what they want in a home. Instead of going int to buy something already made that might not be as prefect as they want it to be, you can go in and make it all your self up to the standard you want it to be. 

Approach:

One approach that they have used with this kind of campaign is comfort, the campaign isn't to sell something that is comforting but it sells you something to make your own comfort. The advert has very nostalgic videos of families which brings back memories for the older generation which is also aiming to the target audience. The campaign is to make people feel like they can create their home with comfort and ease when using B&Q's products. The advert its self is very comforting which brings a positive impact onto this campaign as it has a connection with people as well as selling their products. The way they have advertised this campaign and delivered it out to the public is by making a short film with video's of families across the UK. Created with Uncommon, London, the film was then followed on with many different large-scale billboards which where placed all around the UK. It reflected the life moment ad how home improvement can shape you as a person and can shape your home. 

Representations:

The build a life campaign has a very good advert to include everyone, there are so many different ages, races and religions within this advert which shows people no one is excluded because everyone is welcome and included. the advert is trying to show people that anyone can do it, it doesn't matter if you are in the older generation or if you are in the very younger generation everyone can help and be involved. Same with races and religion, everyone if included in this campaign. 

Campaign logistics:

The campaign 'build a life' first launched around the month of September 2020, the campaign was to connect with people and show the B&Q is still here to help you make a home a home for you.

Choice of media:

B&Q saw a dramatic increase in the stature of the business in a matter of months, the immediate response from the audience was more positive and promising. it quickly became clear that this advert they posted on social media and tv was very good for the audience to receive a more emotional connection. one person who had seen the tv spot put on the twitter page, 'why does the new B&Q advert make me emotional'. this shows that they have seen this advert through tv then had a sudden connection to it and shared it on social media so twitter to then get more people watching and knowing about the new campaign. However, the billboard do have a better was of catching your eye if you are travelling through the city, this is a good way to get people wanting to know more so then they will go to the social page or the tv and see what its all about. 

Call to action:

The call to action isn't as noticeable as other companies, all the campaign is wanting to do is tell people that B&Q is there for you to buy things that you can make you home with. It doesn't tell people what to do it just tells us that the store there. Top of mind awareness is something that call to action is similar to, it is the first brand that you think of. An example is if someone asked you to name an airline company what's the company you think of and you can name a brand that's what top of mind awareness is. it is a key concept in market research. It is a measure of how high brands rank in the consciousness of consumers.

Legal and ethical issues:

In an advert you want to make sure that you don't do anything that is going to effect the publics view and you want your advert to not get taken down. When watching the 'build a life' campaign advert you can see that they are very diverse in the people they chose to be in the advert. This is amazing to make people feel very included within the campaign, the advert is to show everyone in their own homes and coming together as a family. When looking at what you should have in your advert you want to make sure that they are true to what they are advertising. Within the advert there are homes of people n many different cultures and when watching the advert you want them to show all of these cultures instead of the showing different people in the same home. We don't want them to homogenies into British culture, we want them to show their amazing cultures and home life. In this advert we ca see that they have everyone in their desired homes and that this advert welcomes different cultures, genders, race and age into this campaign.

Regulatory bodies that may be involved:

This advert to me doesn't break any of the rules of CAP the committee of advertising practice, this looks for if the advert is legal, decent, faithful and honest. This advert does not relate to any of these so we know that  it is safe and good for the company as other people like the mainstreamer psychometrics will know that this company is secure and safe. the ASP which is the advertising standard authority, this will bad adverts if it has any of these things: misleading contents, harmful to others, offensive to others and irresponsible content. They have met the ASA and CAP code because they are trying to advertise their company in a fun and positives way that is going to appeal for families and all different types of people. They have included everyone without offending any cultures and they have made sure they can include many different types of  targets audiences.