New Generation of House-Proud Brits Celebrated in Wickes' Latest Advertising Campaign

Wickes has launched a brand new campaign focused on a house-proud nation showing off their homes. ‘Open Up’, celebrates the gratification experienced when finishing a project and encouraging others to take a peek at what’s been achieved. 

Airing for the first time with a bespoke 10-second advertising premiere and a 60-second spot in Channel 4’s Gogglebox on Friday 25th March. This special advertising premiere kicks off a 12 week campaign and a new direction for Wickes.

The new TVC is the first time Wickes has developed a campaign at total brand level to create an emotional connection with both its DIY and Do It For Me customers, showing that with a little help from Wickes the sense of pride when a job is finished is the same. 

Let's open up and be house proud 

Produced by award-winning creative agency VCCP, the campaign has been built from insight in which after two years of people rediscovering home improvement, they want to show their homes off. 

‘Open Up’ is a window into house-proud Brits from large urban apartment blocks to suburban homes, pulling open the curtains or blinds to their homes for others to see. The advert, which is set to Remi Nicole’s ‘Welcome to my world’, showcases different scenarios, from someone showing off a new shade of paint in their living room to passerbyers on the street, to a home improver deliberately waiting for a commuter train to go past to show strangers looking out the window his new garden decking. 

Wickes’ chief marketing and digital officer Gary Kibble, said: “Home improvement has struck a chord with the nation over the past couple of years and this new creative is our way to celebrate those who complete projects with pride. We want to connect with a wider customer base, which is why we’re capturing DIY projects, together with those that include our Design & Installation services in one combined narrative. The story of house-proud Brits opening up their homes will ensure we’re top of mind for home improvers, by communicating that Wickes is the go-to business whatever the project, to help them feel house proud.”

Simon Learman, VCCP creative director, commented: “Everyone in the UK should be able to feel proud of the place they call home. From a simple lick of paint to a new kitchen, we all have the opportunity to transform where we live. By showing a cross section of society all feeling house proud, we show how Wickes can help you banish that feeling of housebarrassment forever.”

The media approach 

Planned by media agency Carat UK, the ad-break premiere and launch spot kicks off a reach-building 40’’ and 30’’ AV plan and is supported by an ecosystem of awareness activity across Paid Social, Broadcast VOD, YouTube and other paid and owned channels. Creative cut-downs will highlight the brand’s product ranges, from paint to kitchens, with Paid Search closing the loop with our home improvement audience.