New campaign to support its first Unified and Unique outdoor range
• New Kingfisher garden and outdoor range, based on deep customer insight
• Rolled out across Kingfisher’s European businesses
• Campaign developed by award-winning creative agency Leo Burnett
• TVC creative directed by British actor and ‘Eddie the Eagle’ director Dexter Fletcher
Kingfisher plc has launched its first international, multi-platform marketing campaign, ‘Start Something New’, to support the home improvement company’s new range of Unique outdoor products. Based on extensive customer research which included visits to hundreds of customers’ homes, the exclusive products have been designed and created by Kingfisher’s in-house teams to reflect the realities of their customers’ lives.
With heavyweight media support, the campaign is rooted in Kingfisher’s belief that the home is at the heart of people’s lives, with huge emotional significance.
On air today, the TV advert is a personal story linking new life stages and the promise of new memories to come, with the new product range. Directed by British actor and director Dexter Fletcher (director of the 2016 hit film, ‘Eddie the Eagle’) the advert shows how the new range of products can create a positive change in customer’s lives thanks to unique designs and accessible pricing.
This new range marks an important step in Kingfisher’s strategy to make home improvement accessible for everyone and is the first time the business has launched a multi-country advertising campaign. The marketing activity is focused on supporting four new outdoor product ranges:
• INDUS ‘Little House’, the first metal shed of its kind
• Mix-and-match NEVA modular fencing system
• DENIA garden furniture set, with folding and extending solutions
• New VERVE watering system
Kingfisher’s Chief Customer Officer, Pierre Woreczek, commented: “We are a business that puts the customer at the heart of what we do. Our new outdoor ranges were developed from deep customer insights, based on supporting our customers in the reality of their lives. The team at Leo Burnett London has done a fantastic job at capturing the genuine emotional connection between our products and our customers’ lives through the Start Something New campaign.”
Commenting on the creative, Chaka Sobhani, Chief Creative Officer for Leo Burnett London, said: “We're really proud to be part of the start of this journey with Kingfisher, a brand who believe great design should be affordable and available to all. Our stories hopefully mirror how great design really can have an impact, small or big, on our everyday lives.”
The ad will air in the UK from 23rd March to 5th April, and all products are currently available at B&Q. As well as the UK, the ad will also be shown in France and Romania.