Lowe's Drives Home During NFL Draft

Lowe's is highlighting the comforts of home in an advertising campaign tied to the home improvement retailer's new presenting sponsorship of the National Football League Draft.Dubbed "Home Unites Us," the campaign kicked off April 21 with the debut of three TV spots on the Lowe's "Open House" YouTube channel that aired during the ESPN and NFL Network telecasts of the draft April 23-25. Typically held on a big stage in Las Vegas, this year’s coronavirus-induced "virtual draft" featured general managers and head coaches calling their picks from home in deference to social distancing guidelines.As most of the U.S. is currently stuck at home, Lowe's is leveraging that commonality in the first ad campaign to emerge under the leadership of new chief brand and marketing officer Marisa Thalberg. Unlike the retailer's recent Spring Black Friday campaign, the latest effort also celebrates employees that are continuing to work while a contagious virus threatens the public.One spot is comprised mostly of home exteriors while the other ties in to the draft by emphasizing that Lowe's has a winning team of its own comprised of 300,000 employees (see below). The third emphasizes Lowe's' community efforts during natural disasters and that supporting those in times of need is "what we always do."The campaign combines the story of who Lowe's has always been and who the retailer is now, Thalberg told AdAge.As part of the campaign, Lowe's enlisted NFL draft participants Joe Burrow and Tua Tagovailoa to hold video calls with employees at various Lowe's stores to thank them for their work and invite their families to a future NFL game. Carolina Panthers running back and 2017 draft participant Christian McCaffrey also did video calls with store employees. Footage from all the calls were shared in updates on Lowe's' Facebook, Twitter and Instagram accounts. A leaderboard ad on the lowes.com homepage and an April 23 e-blast with the subject line "The 2020 NFL Draft is here" supported. The email also included: A draft broadcast reminder using the ESPN and NFL Network logos;safety precautions the retailer is taking during the pandemic;and a link to the retailer's NFL Fan Shop e-commerce page containing an assortment of licensed NFL gear.As presenting sponsors, Lowe's took a spot that was originally slated to be held by longtime NFL partner Courtyard by Marriott. The hospitality brand pulled out of the event as travel demand became virtually nonexistent. Other draft advertisers include Procter & Gamble, Anheuser-Busch's Bud Light and Danone North America's Oikos Triple Zero. PepsiCo's Frito-Lay also reportedly sent bags of its Cheetos, Doritos and Tostitos, along with bowls that carry a Tostitos/NFL logo, to players as part of a “welcome kit” handled by the NFL. Sponsor logos were included in an NFL e-blast announcing the start of the draft and on the official draft landing page within nfl.com.Last year, Lowe's became the official home improvement retailer sponsor of the NFL. The retailer also was a Super Bowl sponsor this year.

Lowe's Drives Home During NFL Draft

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