Innovative Media Strategy:• We recognized our consumers were working on their gardens. Why not help consumers with their spring projects by bringing 100% recyclable lawn bags directly to their homes preventing our customers from going to Lowe’s?

To strengthen the relationship we provided a bounce back $10 coupon adhered to the lawn bags for more in-store shopping. We pinpointed our strategy to those neighbourhoods with new Lowe’s stores. Creative Media Execution:• We wanted to be the consumers’ “partner” to their outdoor needs so we ensured that all program elements had an eco friendly face and strong branding.

• To ensure this we trained a team of Ambassadors who delivered 800,000 lawn bags and coupons to peoples’ homes within five kilometres of Lowe’s in 6 markets – over two weeks. The Ambassadors arrived in a fleet of eco-friendly Smart Cars which depicted the orange box and the line “I know a smart way to do a project”.

We distributed 800,000 lawn bags to 400,000 homes with coupons. We saw redemption rates soar to 30% over average. The campaign engaged customers working in their yards to speak to the teams about Home Depot. It brought awareness to the brand and made The Home Depot a part of the community while deflecting Lowe’s successfully.