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

When DIY sales nosedived in 2008, B&Q needed to do something different to inspire the market. This paper shows how Addiction used the long-term sponsorship of C4 Homes to reposition the brand with key potential customers. Deep understanding of home improvement psychology helped to build sustained engagement. Over three years, despite tough trading conditions, the campaign helped B&Q to maintain its share, contributing £233m in incremental sales