Case Study

Legal & General – THE LOST ART OF DIY

BACKGROUND

To promote its home insurance services, Legal & General wanted to create a Home Care & Repair report looking into the DIY habits of the nation.

  

OUR THINKING

A study was created that identified that we could ‘Forget Handy Andy’ and turn to ‘Handy Mandy’ when thinking of DIY.  The research showed that 7 in 10 men admit they couldn’t carry out the most basic of DIY tasks.  In order to fix up some quality coverage, Anna Ryder Richardson was brought on board to front the campaign.

 

RESULTS

ON secured 20 piece of broadcast coverage including an extended chat on ITV 1’s Loose Women.  The branded feature highlighted men’s lack of DIY skill.  In addition, 15 radio interviews were secured on the day with stations including Radio City, BBC Sussex & Surrey and BBC Cumbria.