B&Q: Sponsorship of 4Homes - Inspiring home improvements

When sales in the UK's DIY and home improvement sector fell away in 2008, retailer B&Q needed to do something different to inspire the market.

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....

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