Leave Behind for Lowe's

7/27/2019 Leave Behind for Lowe's

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CREATIVE DIRECTOR

The$StolenJackets$crea1ve$force$to$be$

reckoned$with,$he$makes$pre;y$things$

happen$on$screen$and$paper.$He$took$

care$of$all$the$visuals$and$graphic$elements$for$our$proposal,$kept$our$

crea1ve$concepts$on$track,$and$

covered$the$team$in$paint.$

Most%Recent%DIY%Project:%Taking$down$

the$wallpaper$from$his$bathroom,$but$

sadly$he$only$made$it$half$way$through.$


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Strategic$Planner$

RESEARCH DIRECTOR

Wise in the ways of surveys and researchbriefing, she knows all there is to know aboutMillennials. Her ever present think-tank-topmight as well be our mascot, but outside ofgroup meetings we hear she has good fashionsense.

Most Recent DIY Project:


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Master$of$Strategy,$Trey$is$the$

StolenJackets$spirit$guide$and$

2000s$Hip$Hop$enthusiast.$Keeps$

us$on$track,$but$always$has$a$new$

YouTube$video$to$help$distract$us.$%

Favorite%HI%Memory:%%

Doing$projects$with$his$dad$and$

brother$and$geIng$to$use$the$

power$tools$and$the$saw%

STRATEGIC PLANNING DIRECTOR


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Tactical warrior, media planner, andoccasional rocker of high-waisted jeanshorts; Claire kept track of those little detailsthroughout the planning of our proposal.When shes not busy quoting 50 cent, you

might find her wolfing down acheeseburgeror 5.

TACTICANDMEDIA PLANNER

Favorite Tool: The Chainsaw. Yes,someone once let this girl use a chainsaw.


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Create a campaign targeting

Millennials for Lowes for the Spring2014 season on a $50 million budget.


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Narrative Interviews

Focus GroupsOnline Survey

Social Media Analysis


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Julia is a 29 year old professional.She and her fianc just bought their firsthome. She really wants to change thingsup a bit and take on some aesthetic andmaintenance projects. She wants to makeher home represent the person that she is.The only problem is, she is reallyoverwhelmed by the process.

She has been using Pinterest andwatching HGTV to get some ideas forwhat she wants to do. Her fianc is willingto help out and work on the homeimprovement project, but he is waiting forJulia to make the decisions such aschoose the color to paint the wall, select

the tiles, and decided on the way theirbedroom should look. She is very valueconscious, willing to pay more if its worthit.


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25-year-old Chris rents acity apartment with twofriends in a city. Theyrealways inviting their friendsover to hang out, and Chrisloves to impress people with

a really cool and comfortableplace.He is a carful shopper,

always researching on hisiPad before he makes anypurchases. He enjoys

accomplishing a challenge.He is time and costconscious, not wanting towaste a second or a cent hedoesnt need to.


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Engage customers in every aspect of the HomeImprovement process

Energize Lowes brand personality to embody the idealsof the Creator and Millennials

Emphasize how Lowes can remove the anxiety fromhome improvement process

Encourage Millennials to go beyond their perceivedcapabilities with home improvement projects


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The Lowes GuyRecurring Millennial-aged motivational voice at the heart ofthe campaign, he embodies the attributes of Lowes new

Brand Personality and serves as Lowes ambassador toMillennials

Energetic, Humorous,Friendly, Personable,

Relatable, Knowledgeable,Trustworthy, Helpful

Inspires you to be a betteryou.

$


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Pan across dull apartment, woman with back to camera looks out window.

If you can hear me now, listen carefully.

Angled shot of woman looking out window, somber, downtrodden. Slow,dramatic zoom as her boyfriend joins her.

For too long weve sat unmoving in dull apartments and mundane houses.

Close-up shots of unknown man equipping himself with HI products. Putting ahammer in his tool belt, pulling on gloves, etc.

Weve let ourselves believe were powerless to change, trapped with no optionbut to live unsatisfactory lives.

Garage door pulls open, revealing the Lowes Guy decked out in HI gear, readyfor battle.

But now, at this moment, we can stand together!


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Woman and Boyfriend turn from window, a look of determination on their faces as

they survey their apartment and begin to attack their home

Its time to rise up! Time to change!

Woman tears down wallpaper over-dramatically excited and aggressive, Lowes

Guy in the background speaking to cameraTime to update that ugly 1970s wallpaper youve hated since the day you moved in.

Boyfriend building barstools, Lowes Guy standing over him speaking to camera

Time to build those barstools you repinned to your inspiration board 5 months ago!

Couple tearing up the carpet and cheering, Lowes Guy between them pulling with

one arm while giving speech to camera

Time to rip up that dusty carpet and replace it with that medium-stain solid oakflooring you always dreamed of!


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Lowes guy walks through the disheveled, work-in-progress apartment, couple works in

background

Never again will you forget to change your air filters every three months because you arewarriors!

Girlfriend vigorously painting wall. Cut to pulling drop cloths off furniture. Cut to moving in

new furniture.

Viking warriors of paint and sawdust fighting a battle for stunning living room colorschemes and matching dining room sets!

Couple confidently looking over their finished and awesome new apartment, satisfied and

happy.

Because when your home is better, your life is better! Never forget that, never give up,


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Screen goes black. Tagline appears as words are said. Lowes logo appears.

And Never Stop Improving!

Lowes Guy walks in, shines logo with his sleeve then leans on it smirking,

satisfied with what just happened.


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Simple

Intuitive

Comprehensive

Search Oriented

No Sales Influence

Features: Multimedia Instructions Ideas & Inspiration Social Community


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Creates an easy,intuitive andcomprehensiveplanning experience

Integrates planningwith instruction andsupplies

Incorporates HomeProfile


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Process$ 2$months$to$start,$document,$complete$

and$submit$a$project$

All$entries$judged$on$specific$criteria$to$choose$25$finalists$

Finalists$featured$on$microsite$and$voted$on$by$general$public$

Finalists$judged$to$determine$winners$

Purpose$Drive$awareness$and$use$of$new$MyLowes$Project$Planner$

Mo1vate$Millennials$into$the$Home$mprovement$market$$

Entry$Qualifica1ons:$ Fall$under$one$of$two$categories:$

Aesthe1c$or$Remodel$

Document$Process$in$text,$video,$and$photo$ Use$MyLowes$Project$Planner$

Use$Lowes$Products$ No$Professional$Help$(Must$be$DY)$$


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Phasing$$ $Submission$Period:$ $ $March$5$$May$5$

$ $Selec1on$Period:$ $ $ $May$6$$$June$$

$ $Finalists$Announced:$ $ $June$$

$ $Public$Vo1ng:$$ $ $ $June$$$June$5$

$ $Grand$Prize$Judging:$ $ $June$6$$June$30$

$ $Winner$Announced:$ $ $July$$

$

Prizes$$$Grand$Prize:$$ $ $ $Rent$or$Mortgage$paid$for$a$Year$

$5$first$Place$Prizes:$ $ $500$Lowes$Gi$Cards$

$0$second$Place$Prizes:$ $00$Lowes$Gi$Card$


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TV Commercials:

Paid Digital Advertisements:

Audio, Video,and Player Skin Audio Paid Search andAdWords Video and Banner

Social Media:


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February$ March$ April$ May$

TV$Ad$launch$on$Superbowl$

TV$Ads$con1nued$$

Pandora$Ads$

Google$Adwords$

Google$Sponsored$Search$

Print$Ads$Drop$

Digital$Promo1ng$Contest$&$PP$DYGuide$Launch$

Project$Planner$Launch$

Contest$Opens$

YouTube$Ads$$


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MyPlace goes beyond the hard side of homeimprovement to show a new face of Lowes inhome decor by defining Millennial style. Millennials

are challenged to define their style and apply it towhere they live, using all the services and productsLowes offers to make it happen.

Through this campaign Lowes becomes the

curator of Millennial style, providing a variety ofdifferent styles they can use to form their individualstyle.


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Both$the$Project$Planner$and$Ul1mate$DY$Guide$reappear$in$the$MyPlace$campaign.$


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Millennial designers design different rooms using products from Lowes andATG Stores

5 Room Categories: Kitchen, Bedroom, Living Room, Deck/Patio/Outdoor,Bathroom

Designs pinned to a Pinterest board created by Lowes Designers promote their design to gain social media attention Winners determined by combination of social media popularity, quality, and

uniqueness

Winners will have their rooms staged at SXSW (5 rooms)

Purpose$Make$Lowes$the$defini1ve$owner$of$Millennial$Style.$$

Provides$content$that$can$be$incorporated$throughout$the$en1re$campaign.$

Heavily$involves$Lowes$in$the$inspira1on$phase$

$$

Process$


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A dynamic Lowes experience at the hub

of creative innovation

iPhone demo station showcasing TheUltimate DIY Guide Mobile Application

iPad demo station showcasing the MyLowesProject Planner

Showcase of 5 winning rooms from theMillennial Style Contest Launch MyPlace Advertising Campaign


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MyPlace$to$Hang$out$with$friends$(Living$Room)$(Text$&$Voiceover)$

$SFX:$Music$


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MyPlace$to$Relax$(Bedroom)$(Text$&$Voiceover)$

$SFX:$Music$


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MyPlace$to$Escape$(Bathtub)$(Text$&$Voiceover)$

$SFX:$Music$


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MyPlace$to$Enjoy$the$weather$(Deck/Porch)$(Text$&$Voiceover)$

$SFX:$Music$$


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Pitch Home Improvement blogs The Inspired Room In My Own StyleYoung House Love Restyled Home

Send press releases to magazines Create and Decorate Better Homes and Garden House Beautiful Elle Decor


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Follow-up TV spots expanding on the MyPlace ideals, showing

how Millennials can take ownership of their

living space and make their lives better Digital/Internet ads banners, Pandora, Spotify, Facebook, GoogleAdwords

Print ads DIY/Design Magazines


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Goal 1: Position Lowes as a trusted resource of homeimprovement for Millennials

Objectives: Average 1,000 hits per day on the Ultimate DIY Guide website

by May 2013 Track through Google Analytics

Reach 30,000 downloads of the Ultimate DIY Guide mobileapplication by May 2013

Increase the number of MyLowes accounts 30% by the end ofMay 2013

Increase positive perceptions of Lowes by 20% from originalsurvey Pre and Post Campaign Survey

Add 30,000 users to MyLowes Project Planner 50% of all MyLowes Project Tracker users to be connected

through Facebook


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Goal 2: Distinguish Lowes from other home improvement retailersas the best overall experience for the target audience

Objectives:

20% more associate Lowes with home improvement by May2013

Pre, Intra, and Post campaign surveys 20% more participants mention Lowes in an open ended when they

think of home improvement by May 2013

Increase consumers positive sentiment towards Lowes on socialmedia by 35% by May 2013

Pre and Post-campaign social media sentiment analyses (SocialMention)

Pre and Post-campaign survey


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Goal 3: Develop a strong relationship between Lowes andMillennials.

Objectives: 5,000 interactions on Facebook with Lowes per month by May 2013

social media monitoring tools Reach 120,000 of followers on Twitter by May 2013

measure number of followers Reach 3 million likes on Facebook page by May 2013

Measure Facebook page Reach 4.3 million followers on Pinterest by May 2013

Measure Pinterest page Reach 50,000 of shares from project builder Analyze number of project photos uploaded to Facebook Increase sales by 10% from beginning to end of campaign

measure sales before, during, and after campaign


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Leave Behind for Lowe's

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