Focus DIY: Keep Britain Beautiful
Ian Atkinson - Creative Director
Glen Marsden - Designer
Malcolm Smith - Art Director
WHAT IS WONDERFUL ABOUT THIS WORK?
Our ‘Keep Britain Beautiful’ campaign got people to consider Focus DIY as their local, friendly choice to buy flowers and other gardening products at Easter. We achieved an incremental income of £2,900,000 and ROI of 12:1 (excluding VAT). The 15,000 door drops led to 2,854 website hits and uplifted response rate by 9%.
WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?
Easter is a key period for every DIY chain - better weather, longer days and bank holidays start people thinking about getting their gardens ready for summer. Millions of pounds are spent on gardening products. Focus DIY is a smaller, more local option than chains like B&Q or Homebase, but with a good reputation for plants and flowers. We wanted to strongly promote this and find an innovative, standout way to associate Focus with plants. We came up with the theme of ‘Keep Britain Beautiful,’ which led to the idea of printing the door drops on seed paper. The very medium carrying the message helped you achieve it. We used existing data to target the best prospective postcodes. To build on the engagement strategy, we also developed a bespoke microsite.