DIY and trade home improvement retailer Wickes is launching a new TV campaign – its first bathroom focused activity for ten years – which forms part of the ongoing tongue-in-cheek “housebarrassment” activity, designed to show Wickes’ mission to help the nation feel houseproud.
The ad, created by agency VCCP and produced by Tantrum, will run on TV screens nationwide, VoD and YouTube over 17 days and will be supported by a paid social media campaign.
The story shows how one homeowner finds his overloaded bathroom shelves collapsing when he reaches for a product, before eventually calling on Wickes to help transform his space into the bathroom of his dreams from concept to reality, with a free-standing bath, sophisticated shelving, a modern mirror cupboard and flattering and stylish lighting.
The scenario played out in the ad is aimed at showing how important bathroom storage and utilising space to maximise it can be. Whether consumers are living alone, with a partner or with family, the creative highlights the significance of decluttering, and the joy of creating an aesthetic space where one can relax and unwind.
The campaign follows last year’s proposition change, which saw the bathroom range grow by more than 800 products, offering those renovating their bathroom more styles, textures and colours than ever before.
The creative launches as the latest research by Wickes reveals that one in four (27%) people intend to buy a new bathroom in the next year, the highest level seen since before the pandemic, mostly likely driven by the easing of restrictions.
Wickes head of marketing for showrooms Mandy Minichiello commented: “We’ve transformed our bathroom range to showcase a new stylish offering from contemporary to classic, so there’s something for everyone. At Wickes, we help our customers with the full transformation journey from design all the way through to installation in order to bring your dream bathroom to life.”
Wickes, which is owned by Travis Perkins, has 230 stores throughout the UK selling supplies and materials to both trade and DIY customers. Last year it appointed marketing technology business Team ITG to deliver the company’s omnichannel customer experience strategy and execution.
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