Client:

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• Client
• Wickes
• Project
• Raise brand awareness
• Results
• Local press works

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The objective

• Wickes is a home improvement store with over 180
  outlets nationwide.
• Wickes has traditionally been associated with
  tradesmen the objective of the test was to
  assess the effectiveness of a multi-media, local
  campaign in driving positive brand awareness
  amongst consumers.

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The reasons to advertise DIY goods services
closer to home

• The use of local newspapers adds an average of 9
  points to any advertising schedule. (Conversion
  Study Millward Brown 2003)
• Advertising in the regional press is the most
  frequently acted-upon of all media, with 61 of
  adults responding to advertising in this medium.
  (Consumers Choice V 2004)

• 46 of people have lived in their home for more
  than 10 years, and 62 relocate within a
  five-mile radius when they move house life is
  local.
• (Consumers Choice V 2004)
• The average distance travelled to purchase DIY
  goods is only 5.7 miles.
• (Consumers Choice V 2004)
• 37 of adults personally shop for DIY goods in a
  three month period. (Consumers Choice V 2004)

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Key Learnings
High recall levels The local advertising
activity clearly drove positive brand awareness
of Wickes, with over one-third higher spontaneous
brand awareness in the test areas, versus the
control area. Regional press has highest
recognition The Wickes advertising campaign
included a mixture of regional press, posters and
radio. Of those who had seen the Wickes
advertising, the regional press delivered 12.5
higher attribution than poster activity, and 50
higher attribution than radio activity. High
awareness of creative executions The regional
press, posters and radio activity carried several
creative messages. Of those who had seen or
heard the Wickes advertising, 22 recalled the
message highlighting a good price, with the
brand name, sand and household paint creative
also being recalled.
Positive Attitudinal statements The Wickes
advertising helped to create positive attitudinal
statements amongst the respondents in the test
areas. 72 felt Wickes provided good value and
63 stated that Wickes provided a wide range of
products. Net A local communications strategy
works By focusing on a local communications
strategy, Wickes successfully drove image
awareness and purchase intent. The regional
press was the strongest driver of the mix and
delivered recall share above its share of
investment 35 of the budget delivered nearly
40 share of recall points. The regional press
continues to drive a message closer to home.
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Research
The research was conducted by an independent
research company, Dipsticks Research Ltd, and
took place in Sunderland and Nottingham with
Liverpool as the control area. A total of 625
face-to-face street interviews were conducted in
all three areas.
What the client said
We were encouraged by the results showing a
positive view towards Wickes. Our choice of the
mixed media schedule demonstrates how regional
press, posters and radio worked well together to
achieve our objectives. Simon Bewsher, senior
account manager, Mediaedge cia Manchester
What the NS said
We are seeing more and more clients winning with
regional and local communications strategies.
Regional press continues to be the dominant
provider of local news and information. Wickes
is another brand which has successfully
capitalised on this unique audience
management. Robert Ray, marketing director, The
Newspaper Society