The ‘Do Day’ campaign is aimed at breaking the chains of procrastination. The campaign, tailored for DIY enthusiasts, homeowners, small business owners, and contractors, taps into the emotional resonance of personal growth, community building, and national progress to encourage everyone to embark on those long-awaited projects with the support of Builders.
‘The Builders’ ‘Do Day’ campaign is our commitment to help shatter the chains of procrastination, empowering our customers to turn their dreams into reality. We believe that every moment of delay is a missed opportunity for growth, and through this initiative, we inspire action, fostering a community of doers and achievers. In this way, we build a connection with our customers that inspires them to tackle unfinished DIY tasks and projects, leveraging the extensive expertise and assistance offered by Builders,’ said Katherine Madley, Massmart’s Vice President of Marketing.
Accenture creative directors behind the ‘Do Day’ campaign shared insights into the thinking behind the campaign and how its purpose is to empower and inspire people to take a different perspective on DIY projects no matter the size.
‘If you have a home, then you will know very well that there is always a to-do list as long as your arm waiting to be finished and often, we are very good at procrastinating. With our new campaign, we wanted to create a bold rallying cry that says ‘Enough!’ Today’s the day we do something about it! We wanted to motivate and inspire people but we also wanted them to recognise themselves and make them smile at the same time. Do Day felt like the right solution for that,’ said Devin Kennedy, Executive Creative Director of Accenture Song.
‘When we are spurred into action, we can do amazing things, as people, as communities and as a country. Whether it is tackling long-postponed tasks or bringing dream renovations to life, as a category leader, Builders champions the cause of proactive achievement, fostering a positive ripple effect for all. Our new campaign sets out to be the spark that ignites us to look around us and decide what we will tackle on our Do-Day,’ concluded Cameron Watson, Executive Creative Director of Accenture Song.
ACCENTURE
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