Leap years might be nothing but a pain in the backside for many but B&Q is calling on DIY fans to make this year’s extra day count to start or finish their DIY projects, despite it falling on a Friday.
And budding DIYers will have to act sharpish as they only have one day (February 29) to jump aboard, with B&Q offering 10% off 29 products to help motivate shoppers to turn leap day into a “You Can Do It” day.
The initiative is based on research that found almost 40% of Brits would start a DIY project if they had more time yet a third (36%) already have at least one unfinished project on the go, with lack of time being the number one reason projects are abandoned or delayed.
With 80% of people interested in making home improvements, nearly two-thirds (64%) have doubts that they can make them. When asked about what would motivate them to restart their projects, ‘dedicating more time’ led the way (25%), followed by having clear, step by step-instructions (23%), great value products (21%), quick access to materials (17%) and having support from family and friends (14%).
A B&Q spokesperson said: “This year we have an extra day, so what better reason to tackle the projects you’ve been staring at for months. Overcoming that doubt and believing that you can do it, is made easier when you have products and advice at your fingertips. With delivery on 500,000 products, 300 stores nationwide and one hour click and collect we believe you can do it when you B&Q it.”
The promotion coincides with the launch of the Kingfisher-owned retailer’s latest TV ad by Uncommon, which aims to reinforce the 40-year-old “You Can Do It” slogan to silence the doubters and inspire action – encouraging people that they can do that DIY project, no matter what size.
The film opens with a woman holding a sledgehammer facing an old wall in her home, but it becomes heavy in her hand and the uncertainty wins again.
The spot then casts shades of doubt over numerous home improvement scenarios, with people giving in to the “can’t”. Common moments of household worries take over, and the DIY challenges become more daunting – from a growing hallway, an excruciatingly small screw and an unruly garden – the fear they “can’t” is too loud. The procrastination begins, and the home improvements halt.
The film shift as gear as our protagonist comes to the realisation that her sledgehammer is louder than the voices of doubt in her head. She picks it up and smashes through the wall in front of her, leaving her believing “You Can Do It”.
Home improvements begin throughout each scene, doors are sanded, wood is sawed, gardens are cut back and bathrooms are perfected; doubt is ignored.
It will be backed by a new B&Q partnership with ITV, brokered by Dentsu Creative Entertainment which launched during ITV’s hugely successful and final series of Ant and Dec’s Saturday Night Take Away.
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