It's a sad fact that Millions of Britons spend Easter holiday weekend DIYing, with only half actually finishing their project.
However, Wickes are all about ‘doing things right’, so we thought it was about time they told Britons to ‘do Easter right’ ... by telling them not to DIY at all.
Our Wickes Buy Now Do It Later Sale launched on Channel 4 over Easter weekend with an ad break takeover featuring comedian Dom Joly who responded to the ads around our “sale”.
In bespoke, interstitial 5 second ads he suggested non-DIY things the viewer should do, relating to the previous ad.
The ads smashed their targets:
Wickes ended up with their highest ever weekend of sales - and a 250% increase in foot traffic in-store.