While the outdoor teaser billboards offer a simple message about the store's rollout, new B&Q Asia marketing manager Chrisce Lee explained that the full launch campaign will see the store attempt to create "mass appeal" in the city, rather than relying on its DIY heritage.
"Our market research shows that Hong Kong people like quality services and products with transparency in pricing, they are quite sophisticated and style conscious, they want to improve their living spaces with minimal hassle, and won't bother to do any DIY,' said Lee.
Accordingly, B&Q will offer a ‘Do-it-for-me' installation service. The company has enlisted British design firm Astound to transform its 120,000 square feet space in the Megabox mall into two show flats, 30 kitchen design sets and 30 bathroom sets.
The launch campaign will include TV, online, PR, print and collateral executions.
