Build a Life campaign
Introduction
In 2020, the retail company B&Q published a campaign called "Build a Life". This was a mix of TV, billboard and media advertisements used to build an emotional connection between families and the B&Q brand. This was done through relatable or inspirational words/quotes, videos of families and friends working of DIY projects together and photography of building products that align with the quote. This report will be discussing how and why this campaign is effective, and how it stands out against other campaign.
Campaign Logistics
The campaign released September 2020, during the pandemic, and was abruptly discontinued sometime around late 2021. This could be due to a lack of interest during seasonal periods (Christmas, Halloween, e.c.t), but that's only an assumption as there's no specific date when the campaign ended. Choice of Media Poster, videos and billboards were the choice of media used for this campaign. These choices are effective for spreading the campaign to the public as anyone can find these outside, on the road or inside, on the TV. The billboards have an emphasis on the B&Q logo, making it noticeable from a far, and the TV ads utilizes a video format by showing home-video clips.
Aims and Objectives
The Build A Life campaign aims to celebrate change for the better. B&Q spreads the message that home is where life happens hence the title 'Build A Life'. Its objective is to inspire families to build their dream homes and to show how important a home really is. This is done through highlighting important moments in a lifetime with house decorations and utilities. Top of Mind awareness is about how well an audience knows a brand, ranging from recognizing the brand, recalling the brand to their experience with the brand. I myself, as a daughter with DIY parents, don't have many strong feelings towards B&Q other than 'They have good building stuff'. However, my opinion could be easily swayed by a positive advertisement, hence why
Target Audience and Demographic
The target audience for this campaign is both shown
in the advertisements and appeals to them effectively. Adults with families,
and families in general, are clearly the target audience for Build a Life. This
is shown through the adverts portrayal of realistic families working together,
and bonding over the smaller parts of life. I believe the psychometric audience
for this campaign are the mainstreamers between middle and working class. I
think this because mainstreamers are the common majority of consumers looking
for products worth their money. These people are referenced throughout the
campaign and praised for just being themselves, which sets a connection between
the company and its consumers. I also believe this audience is between B
(middle class) - D (working class) as this is what the common household falls
into. Message and Approach the Build a Life campaign approaches its audience
with reliability and comfort. It targets reliability because it shows the use
of DIY products from different time periods depending on the deliberate quality
of the clips used in the TV adverts (the lower the quality the older the
video). This shows that B&Q is a reliable company as they have been
providing their products for generations of families. I also believe it targets
comfort because it shows these families in authentic happiness as they work on
DIY projects with one another. Although the campaign doesn't use shock-vertising
or celebrity endorsement in its message, the adverts are more effective without
these elements. Because the adverts are representing average families enjoying
DIY, it would be jarring to include a popular celebrity or something to shock
or offend the audience. While most advertising campaigns try to impress or
surprise its audience, the B&Q campaign keeps wholesome and subtle (some
people may find it boring)
Regulatory Bodies
I believe the Build a Life campaign follows the CAP code, in being legal, decent and honest. It doesn't attempt to deceive its audience and presents people as realistically as possible. Its sale techniques are humble and doesn't discomfort any viewers. The messaging in the advertising is very mainstream and simple to understand, not having any malicious undertones behind it; this follows the Advertising Standard Authorities.
Legal and Ethical Issues
The campaign manages to avoid any ethical issues. All advertising follows the CAP code of legality, decency, truthfulness and honesty. The campaigns visuals, messages and tone are completely harmless and safe for everyone (which is important for how its advertised). The only potential threat I found in the campaign's media would be when the old man pricks his finger, and it shows his injury. This is only a threat because it could show how dangerous the DIY equipment can be, even if it’s only minor and insignificant in and the overall campaign.
Representation
Because the campaign targets the general British
families, many ethnicities are presented in the ads that show people. This
positively portrays these families as none of their ethnic features are
exaggerated and work to present the theme of family. Because the billboard ads
just have relatable but basic text with DIY equipment, they represent everyone
in general. Although the campaign represents many ethnic families, they don't
show other possible types of families (Homosexual relationships, single
parents/guardians, etc.). Considering how little these relationships are
represented in media, even to this day, shows how more effective the campaign
could be if these were shown. Logistics The advertising for usual B&Q
advertisements follow a continuity code, meaning it doesn't need to depend on
seasons and they run throughout the year. This campaign would also have that
benefit because it's not themed over or during any specific holiday or season
and can be seen at any time of the year and make sense. However, to prevent
disinterest and irrelevancy in the campaign, these Build a Life advertisements
are pulsing. This means that they might not be shown as much during some
periods of the year, presumably Christmas or Summer where they can show more
relevant advertisements, and then show the Build A Life advertisement during
the quieter months.
Conclusion
Overall, I believe this campaign was effective in
delivering the positive message of B&Q. The methods used are effective for
triggering nostalgia in the viewers which makes the campaign feel homely. The
co-operative use of family footage and authentic videos make the advertisement
feel heartfelt and honest. Many cultures and ethnicities across the UK are
portrayed and no-one is shown in a negative light. As well as that, the
advertisements are all truthful and safe, although, to an extent, this makes
them more boring and uninteresting as most advertising campaigns do the same
thing.
Bibliography
Made easier. | Reports | B&Q. (n.d.).
https://www.diy.com/change-made-easier
“B&Q Launches “Build a Life” Brand Campaign
Created by Uncommon.” Creative Moment, 9 Sept. 2020,
www.creativemoment.co/b-q-launches-powerful-new-build-a-life-brand-campaign-created-by-uncommon.
Accessed 11 Oct. 2023.
“Build a Life | Uncommon Creative Studio | B&Q
| D&AD Awards 2021 Shortlist | Poster Campaigns | D&AD.”
Www.dandad.org,
www.dandad.org/awards/professional/2021/234593/build-a-life/.
Accessed 11 Oct. 2023.
Jahshan, Elias. “B&Q Launches “Build a Life” Campaign - Retail Gazette.” Www.retailgazette.co.uk, 10 Sept. 2020, www.retailgazette.co.uk/blog/2020/09/bq-launches-build-a-life-campaign/.
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