Ad of the Day | Screwfix Brings Back Dancing Tradespeople for Catchy New Campaign

Apr. 30, 2024

Screwfix, the omnichannel retailer aimed at the trade, is building upon its recent marketing success with a brand new campaign from Five by Five, promoting the efficiency of Screwfix’s one-minute Click & Collect service when using the Screwfix app to check-in.

Screwfix customers demand convenience and Click & Collect in as little as 1 minute is crucial when it comes to saving time and money. Whether it’s adding the product to basket the night before and picking it up from a store on the way to site, or facing a last-minute emergency, when you check-in with the app, Click & Collect is the efficient way to shop.

The new campaign instalment follows in the choreographed footsteps of its campaign last summer for Screwfix Sprint, which marked the brand’s first foray into influencer marketing.

Set once again to the tune of Matthew Wilder’s ‘80s earworm, "Break My Stride", the TVC highlights how much quicker and easier click and collect is for customers when they check-in on the app at the point of collection, alerting Screwfix staff to their arrival and enabling them to prepare their order. This is dramatised through tradespeople dancing on their way to the store to pick up supplies, even passing popular influencer Spudman on the way - a nod to the content currently going live across both Spudman and Screwfix’s social accounts.

The campaign seeks to demonstrate an understanding of the brand’s target market in a fun, engaging, and memorable way. Building on last year’s output allowed Screwfix and Five by Five to benefit from their pre-existing relationship and learn from previous efforts, making the process of creation more effective and efficient.

The campaign will run across TV, VOD, radio, press, social, YouTube, and display.

David Prideaux, Executive Creative Director at Five by Five, commented: 

“Through the services it provides, Screwfix helps tradespeople to keep moving forward. Last year we promoted Screwfix Sprint, the brand’s 60-minute delivery service, this year we’re showing how fast click and collect is when you check in on the app - so the sensible idea was to build on last year’s campaign using dancing tradies and the same earworm track. Having worked so closely together once, there’s been a level of trust and understanding in place that’s vital to ensuring the whole campaign can progress smoothly.”

 

Simon O’Mahony, Director of Marcomms at Screwfix, commented: 

“At Screwfix, our customers want to shop in the most convenient way possible at a time that suits them. Our one-minute Click & Collect service is even quicker when you check-in on the Screwfix app is another way to deliver for busy tradespeople. Over half of Screwfix customers already use our Click & Collect service and with the app, they can check-in when they arrive at store, alerting the store to bring out their order. This seamless shopping experience means they can be in and out of the store in minutes and back on site working and earning money.”