B&Q: Sponsorship of 4Homes – Inspiring home improvements
Principal author: Martin Delamere, AddictionContributing authors: Janey Bullivant and Gurdeep Puri, The Effectiveness Partnership; Ffion Davies and Rob Webb, MediaCom Business Science; Ruth Harrison Wood, B&Q
1. Introduction
This is a story about doing something different. It begins in 2008 when DIY sales took a nosedive, declining by 6%1as the recession started to bite. B&Q knew they would need to do something radical to defend their market leading position. Addiction's solution was to use the C4 Homes long-term sponsorship to reposition the brand with key consumers....