Lowe’s, slogging through a tough period
in America’s housing market, thinks it has a new way to bring in the DIY crowd: Instead of showing the hard work and hammer swinging, it’s focusing on smaller joys, like a new potted plant
or a well-hung hammock.
Themed “There’s No Place Like Lowe’s,” the company says the
Dentsu-created campaign introduces “an all-new brand vibe….shifting the focus from the grind of projects to the emotional payoff.”
Set to the infectious
“Rollout” by Ludacris, the company says the spots lean more toward joyful energy -- and less toward regrouting the bathroom. Different executions target the “do it for me”
crowd, as well as the company’s growing professional audience.
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It builds on the idea that home improvement isn’t so much about the hard work as it is about getting to the good
stuff.
Ads are scheduled to kick off next week on broadcast, streaming, digital and social.
The news comes just after Lowe’s released its fourth-quarter financial results. The
Mooresville, North Carolina-based company beat Wall Street’s expectations for both revenue and earnings, with sales rising to $20.6 billion, compared to $18.6 billion in the prior-year quarter.
On a comparable basis, sales gained 1.3%.
"While the housing macro remains pressured, we are focused on directing what is within our control, which includes our ongoing productivity
initiatives,” said Marvin R. Ellison, Lowe's chairman, president and CEO, in the announcement. “We remain confident that we are well-positioned to take share regardless of the macro
environment."
On the company’s earnings call, he also noted that while consumers are reluctant to make significant investments in their homes right now, underlying factors are positive,
“with home equity setting new record levels and homes continuing to age. Given the national shortage of housing units and the average age of an American home at 44 years, there's no shortage of
fixer-uppers waiting."