B&Q wanted to showcase their range of summer garden solutions through a pop up experience in central London, whilst driving a reappraisal of the B&Q brand.
B&Q Open Garden Party
Through the activation consumers would be able to see, touch and sample B&Q products, available in store and online, as they were displayed across several garden settings. The idea was to educate Londoners in how to make the most of their outside space – whatever shape and size.
Good Relations developed the concept and dealt with all PR and Marketing, and we brought the four-day B&Q Open Garden vision to life and managed the experience. It was also important that consumers flowing through had plenty of opportunities to photograph and share their experiences through social media. The area had to be immersive, fun and unforgettable for all those who visited.
We negotiated using Soho Garden to stage the Open Garden due to its central location and easy transport links. As a very well utilised area for those living and working nearby, it helped to create a buzz about the activation during the build as people walked by and whilst eating their lunch. Each area inside the space offered individual sections with different design ideas that could be easily replicated by Londoners with limited garden space and took into consideration those who might only have a window box at their disposal.
As well as seeing the garden options in situ, the experience offered visitors the chance to grab a bite to eat at the BBQ shack and to sample a Portobello Gin both for free. Guests could also learn how to make garden planters at the Workshop Classes, dance evenings away with No Limits live band and get down to DJ BBQ.
The event was a huge success and achieved results beyond those that were set out. The experience targeted 6000 visitors but achieved 7991 the four days and additionally had a social media reach of 48 million. Overall the project delivered a positive return on investment, awareness and brought the brand to life for those who visited and beyond.