Repair 2 Relove
[B&Q is a British home improvement retailer, the brief was ZERO paid media]
Story: Make B&Q the champions of repair culture without using paid media.
Insight: The Quayle Market, a store in a store.
Journey: Nostalgia and expertise combined to create a one of a kind Repair Cafe.
[The Quayle Market.]
A 1960s inspired store makeover with specialist individual shops based on material that have experts inside to help you with your projects. For example: a carpentry store, an upholsterers etc. All acting under the idea of R-I-Y (Repair It Yourself).
There are ten shops, each catering to a specific project type, and in the back of each shop is their own Repair 2 Relove café (repair cafés), so customers can come and work with specialists and use tools they might not have access to at home.
POV: Your journey inside the Quayle Market Store.
The way we're going to promote the Quayle Market without a paid media budget is through using pop up stalls and social media. Take a look at the campaign calendar.
Social media posts announce the new stores and specialists one by one. Each using a different style. All posts will be accompanied by a video of the specialist performing tasks relating to that profession.
After social media has announced the stores the specialists take to the streets and visit different town markets. They're wearing denim overalls with a white shirt and a B&Q signature orange tie. At the town market they make conversation and build interest for the new store opening the next month.
We would also produce a press release and try drum up as much media attention as possible. We created these examples below [mock-ups]:
We would produce a separate B&Q R2R social media page where we could continue to post about the Repair 2 Relove cafés and continue to draw people into the repair movement.
After all of this, the Quayle Market will shut, however we want Repair 2 Relove Cafés to open across the B&Q brand. Giving people a space to come to, work on projects all day and discuss any problems with a fully trained member of staff.
[Part of the B.I.T. Creative portfolio of work.]
B.I.T. Creative is a collective me and two of my classmates formed for a semester of group work in our second year. Totalling five briefs, across multiple modules, we created a range of vastly different and interesting work.
See what they're doing below:
🔥Becca Nason - @beccas_creative_
🔥 Izi Middleton - @izi.advertising