WE USED STORAGE TO HEAL RELATIONSHIPS

Big Yellow Self Storage PR activation

THE CHALLENGE
People generally only think of self-storage when they’re moving home, when in fact many could benefit day-to-day from having extra space.

THE BRIEF
Elevate storage by making it relevant to people’s lives, earning coverage that sparks conversations about the possibilities of self-storage.

THE SOLUTION
ONS figures revealed that one of the fastest-growing types of family in the UK is cohabiting couples. Paired with the fact that the UK has the smallest homes in Western Europe, we identified a growing issue for couples who make the decision to move in together – essentially halving the amount of already-limited living and storage space.

We commissioned nationwide research to examine the impact the space squeeze has on relationships and what compromises couples are forced to make. Revealing that couples argue 32 times a year due to clutter in the shared home, we positioned Big Yellow Self Storage as a flexible solution for a lack of storage space and an alternative to throwing away emotionally valuable items.

THE OUTCOME

Turning the practicalities of storage into a relationship issue scored great results and became a hot topic with the media writing comment pieces. The Daily Mail led the way with a full page comment article. 48 pieces of coverage with an OTS of 351 million. Seven national news hits. 25 radio interviews.