COMMUNICATING STRATEGY WITH PURPOSE
SCREWFIX

 

/THE CHALLENGE
With an army of loyal customers, huge momentum and a rapid growth plan, Screwfix needed to communicate the next stage of their business plan to their people. With the majority of teams in customer-facing roles they needed a big idea to help them reach the front line and guarantee their people would feel informed and involved in the next chapter of the Screwfix story.

/OUR INSIGHT
We know frontline teams can be the most difficult audience to reach. Using that insight, we devised a campaign built around Screwfix people, knowing they would be best placed to deliver the strategy messages in a tangible way and make sure employees would buy-in to the business growth plan. It led to our big idea, Screwfix Faces, a nationwide campaign using Screwfix people as ambassadors, storytellers and cover stars of a print and digital campaign that would become talked-about within the business.

/DELIVERY
With a large amount of information to convey, we created a campaign tone, look and feel to simplify five key messages and allow the campaign to stand out from existing communications. Screwfix Faces was rolled out in-store, across contact and distribution centres, at employee events and Head Office in 2018 and as a result of our proposal, elements of the Screwfix Faces campaign are also being considered for use across marketing and advertising channels.

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