SCREWFIX: HITTING OUR STRIDE WITH ‘SPRINT'

Client: SCREWFIX

This brief started like many others: ‘how do we optimise our advertising mix to increase ROI?’. It’s a logical start as Britain’s tradies are a no-nonsense bunch, and trade retailers almost always advertise their products & prices. In the industry, campaign optimisation is considered the best way for a retailer like Screwfix to grow.

But sometimes you have to ask, is that it? Are we doing our best for the customer? This award entry shows that when a client and agency team take the time to listen to the customer and challenge preconceived ideas about their lives, they can find something special in their brand proposition.

The result isn’t optimisation, it’s transformation. We transformed what Screwfix meant to tradespeople. We became a helping pair of hands with a fast delivery service that made life a bit easier. We entertained them in advertising and on social media. We got a classic song back on the charts, we got plumbers dancing on TikTok, we increased awareness by 37% and sales by 60%. We transformed the way the industry communicates.