Screwfix enlists Dedicated Customers for latest campaign
Published: 13 March 2020 - Alex Fordham
Following the ‘Legends of the Game’ campaign last year, Screwfix have called on its dedicated customers to bring to life their latest TV campaign.
Inspired by stories told by real customers, Screwfix created a series of 12 stories based around the love of the brand.
The stories put that love of Screwfix in a relatable football context, using dedicated customers, whose passion for football is almost as big as their passion for Screwfix.
The stories will debut during ITV’s coverage of England’s International fixture against Montenegro on 14 November and run throughout the remainder of the football season as part of Screwfix’s partnerships with Sky Sports Football, EFL Highlights on Quest and International Football on S4C.
Customers were found through a campaign and social media call out and they jumped at the opportunity to tell these stories.
Chosen for their dedication to their trade, their love for the brand and their passion for football, the tradespeople and DIYers featured have brought these stories to life.
Screwfix Acton customer, Alan Mehnizadeh appears in the classic scenario where a Dad misses his son’s big moment shopping on Screwfix.com. Stephen Cooper, who shops at Screwfix Chessington Store is more interested in the iconic Screwfix catalogue than his matchday programme.
Alan Trice, senior marketing manager, said: “We spent a couple of days at Haringey FC & Tottenhall sports ground with a full TV crew filming 12 new adverts with real customers who wanted to show their love for the brand.
“Our customers have always been at the heart of our business and it’s amazing to be able to use real life stories and genuine customers to bring this campaign to life.
"A massive thank you to the customers who have been a part of this campaign. We can’t wait to see these stories throughout the season.”