Splendid

WE DUG A MAN CAVE

PR activation for Big Yellow Self Storage

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

We found that a lack of space and men’s clutter is a big cause of tension between couples. Using this insight, we identified the rise of the ‘Man Cave’ – a space in the home earmarked as a male sanctuary, often for storing their treasured belongings.

We commissioned nationwide research to examine the Man Cave trend, including how much time men spend in their cave, what they store there, and how having a Man Cave can encourage a happy relationship. The headline statistic revealed that men spend 24 days a year in their man cave.

We positioned Big Yellow Self Storage as the solution for a happy home, whether you de-clutter and make space for a Man Cave at home, or use Big Yellow’s facilities to create alternative ‘man spaces’.

THE OUTCOME

The idea of a Man Cave is such a compelling social observation it gave the campaign exactly the traction it needed including coverage on the front page of The Daily Telegraph.

  • 36 pieces of coverage with an OTS of over 233 million
  • Five national news pieces
  • 12 radio interviews