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Iris

Core disciplines: Advertising/Creative, CRM/Customer engagement, Digital, Integrated marketing, Public relations (PR)

One of the Top 30 most viewed agencies for 2017

Wickes Tradesman's Suncream

Saving tradesmen from skin cancer, one paint pot at a time  

 

Over 12 million media impressions in just 48 hrs

Skcin saw a 160% increase in website visits

So successful the Government are backing the initiative for summer 2018

Helping Wickes move from home improvement to health improvement by creating a fun, no-nonsense way of making suncream relevant to the trade

The Challenge

In the UK, a tradesman dies every fortnight from skin cancer. Over 85% of cases are preventable, yet research shows many tradesmen don’t use suncream, seeing it as weak or unmanly.

Our Approach

So this summer we helped Wickes move from home improvement to health improvement. Introducing Tradesman’s Suncream – a fun, no-nonsense way to make suncream relevant to the trade.

Available in Brickie’s Bronze, Plasterer’s Pink and Apprentice White, the range came in miniature paint pots specially packaged to withstand the rough and tumble of a building site, and was given away free nationwide.

Every single pot flew off the shelves, and we achieved huge organic cut through, with over 12 million impressions in just 48 hours - but best of all we changed attitudes to sun safety among the UK’s most at-risk workers – going a long way to saving lives.

 

Results

The campaign picked up over 12 million media impressions in just 48 hrs

Pots were distributed to every Wickes store in the UK, getting into the hands of over 20,000 tradesmen across the Summer

The campaign’s charity partner Skcin saw a 160% increase in website visits

Nurses conducting UV checks at stores reported a record number of ‘recommended referrals’ for an external event, allowing tradesmen the opportunity to seek help at the crucial ‘early stage’

Sign-ups to Wickes’ Trade loyalty scheme increased to over 2000 a week during the initiative

The campaign became so successful, the UK Government have decided to back the initiative for summer 2018

 

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