B&Q Open Garden

CLIENT

B&Q

DISCIPLINES

Consumer PR, Brand experiences

A showstopping takeover of Soho Square to celebrate the power of small gardens.

We were challenged with launching B&Q’s new range of summer garden solutions in a way that would engage millennials, driving re-appraisal of B&Q amongst this next generation of home improvers.

The latest B&Q outdoor range features a range of brilliant solutions for smaller garden spaces. To drive re-appraisal on how to make the most of a smaller space, we set out to show Londoners first-hand how B&Q could help them make the most of their outdoor space, whatever its size and shape.

A pop-up achieving 7,990 visitors over four days

With an ambition to be ‘big, bold and different’, we transformed the iconic Soho Square into the B&Q Open Garden, a five day immersive brand experience for media, influencers and the public-at-large. To drive engagement with our millennial audience, we partnered with influencer DJ BBQ to host a party on the final evening, which included demos on the latest charcoal and gas barbecues.

Daily performances from the No Limits Street Band gave the experience a festival feel and a specially-designed floral selfie wall offered guests an ideal backdrop for the perfect Instagram post using #OpenGardenSoho.

To officially launch the garden, we hosted a press preview event for consumer lifestyle, home and garden media and released B&Q’s Nature of Gardens to maximise coverage for the experience.

The pop up received 7,990 visitors over four days, 80 pieces of coverage were achieved with a reach of 48 million, 30 media titles attended the press preview event, and social content achieved a reach of 530,000.