Wickes are a challenger brand, a third of the size of B&Q. Traditionally perceived as a tradesman’s retailer, this gives them an amount of credibility, however they were concerned that it was alienating casual DIYers, intimidated by the brand because it was too serious. They needed this to change. Wickes and Channel 4 collaborated in a partnership to align Wickes with all of Channel 4’s homes related programming in a mission to change perceptions about Wickes and drive sales. Research shows that Channel 4 sponsorship drove a higher proportion of web leads than traditional spots, and produced an ebiquity value in year one of the sponsorship at an ROI of 7:1.
