Lowe's TV Marketing Plans For Spring
How does Lowe's plan to attract gardeners to stores this year? We can tell you the home improvement chain is no longer relying on Gene Hackman's comforting TV commercial voice to sell plants. So what's the new plan? Find out.
March 2, 2010
Lowe's has decided to focus on its employees with its spring TV commercial campaign this year. Lowe's will do this by giving the actors who play the employees as much screen time in the initial commercials as the actors who play customers, The New York Times' Stuart Elliot reports.
In advertising, Lowe's employees will come across as knowledgeable, helpful and friendly. "Everything we do in the campaign is grounded in service and value, because that's where the consumer lives right now," says Tom Lamb, senior vice president of marketing for Lowe's.
Lowe's creative agency, BBDO New York has made several changes to this year's advertising, which includes no longer using the voice of Gene Hackman to narrate commercials.
A new slogan is also in place. In the past it was "Lowe's: Let's build something together." Now the slogan is "Experience. Lowe's. Let's build something together." Or, "Experience Lowe's. Let's build something together."
Wil Boudreau, executive vice president and senior creative director at BBDO New York, says the new slogan is meant to be taken either way.
"We're hoping people take both meanings," he says. "We've always talked about having a good shopping experience. The stores have wide aisles and they're brightly lit.
"We don't want to over-promise. It's not having the associates over for dinner. It's that Lowe's is a big store, but it can feel like a small-town hardware store."
Lowe's will use documentary-style and snappy vignettes in the first six commercials that use story-telling techniques from situation comedies like "The Office" and "Modern Family," according to The New York Times.
Read the entire New York Times article here.