Lowe's: Vines in the real world
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 well-established Home Depots even notice our arrival? To open with a bang, we combined a classic New York marketing trope (store windows) with a truly novel one. We created analog versions of our popular digital Vines and displayed them in the windows of our new stores. Connecting with New Yorkers where it matters most, on the street, and showing them that Lowe's gets them and can help...