Uniting DIYers with THEIR NASCAR TEAM
Lowe’s Home Improvement Warehouse had been a strong supporter of NASCAR and had a significant investment as sponsor of Team 48. We were tasked with creating a strong emotional connection to build reputation, affinity and short term sales for Lowe’s and Team 48.
What We did
Consumer research identified Lowe’s as a more caring service oriented company. We used Team 48 to dramatize the Lowe’s associate “pledge” and other service oriented benefits. The TV showcases the teamwork necessary to become a championship team. The campaign delivered higher than average SellingPowerTM scores and significantly higher traffic driving measures (Persuasion, Store Name Reinforcement, and Increase in Shopping Frequency).