B&Q Print

In February 2007 Waterwise entered into partnership with B&Q. This incorporated a month long campaign of messages and in-store promotions, culminating in the sponsorship of our Annual Conference. Teaming up with a trusted brand like B&Q enabled us to get our messages across to a wide range of consumers whilst raising our brand profile.

The main objectives of the campaign were to raise awareness of the need to save water; to make more water efficient products available to consumers; and to raise the profile of the Waterwise brand.

The overall strategy for the campaign involved advising B&Q on which products were the most water efficient and developing a point of sale leaflet filled with water saving tips and products to aid customers in making more water efficient decisions. In addition, Waterwise attended a B&Q staff training day to ensure that all B&Q staff were aware of the campaign messages. The strategy was supported with radio and print publicity with celebrity Ben Fogle and in-store water efficiency displays. Other promotional campaign ideas included producing a leaflet on ‘How to install a water butt’, an in-store free shower timer giveaway and the development of a water calculator for the B&Q website.

Due to the campaign B&Q sold an increased range of water efficient products, with water butt sales increasing by over 300% in two months. Waterwise branding on promotional materials in-store and in the media raised the awareness of the Waterwise brand.

The campaign generated much coverage across a broad range of consumer media - House and Home Ideas, the Daily Telegraph, local papers eg: Oxford Mail and Essex Chronicle and various gardening and building websites.