Lowe's Home Improvement: Vines in the real world: making the digital analogue
Emily Viola
Campaign details
Brand owner: Lowe's Companies, Inc.Lead agency: BBDO New YorkBrand: Lowe's Home ImprovementCountry: USAIndustry: Retail, home improvementChannels used: Earned media, buzz, Events & experiential, Word of mouth, advocacyMedia budget: Up to $500k
Executive Summary
Lowe's, the second largest home improvement retailer in the US, was launching in Manhattan. But would a city with over 1,200 hardware, paint and appliance stores and two Home Depots even notice our arrival? To open with...