castorama
Always here to help you create a better home
PROJECT
The client approached us with the need for a strategic redefinition of their positioning and preparation for the implementation of a new communication platform. We supported the entire process – from a comprehensive diagnosis of the category and the client’s brand, through conceptual work and positioning review, to coordinating the tender and the creative process.
challenge
Castorama – the leader in the DIY and home improvement market in Poland – operates in one of the largest retail categories, generating high revenues and engaging nearly all Poles. The brand faced the challenge of creating a new communication platform that would not only reinforce its leadership position but also stand out in an increasingly homogeneous competitive landscape and build a stronger connection with the modern consumer.
To meet this challenge, a deep understanding of the market situation was essential. A key stage of the process was a thorough diagnosis of current consumer attitudes and category dynamics, leading to the development of a strong and distinctive idea to position the brand.
execution
We began the process with an in-depth analysis of the market and consumer attitudes – using secondary data, qualitative research (including ethnography and FGIs), quantitative research, and competitor analysis. The goal was to understand motivations, barriers, and purchasing decisions in the DIY and home improvement category.
RESULTS
In close collaboration with the Castorama team, we developed a coherent and engaging brand positioning along with a strong creative idea – ready for large-scale implementation.
The comprehensive tender process we conducted resulted in the selection of the best creative partner. The final concept was positively validated by consumers through both qualitative and quantitative research.
