Meet 'This Old House'

Client/BrandTime Inc.'s This Old House and The Home DepotLead AgencyU.S. ConceptsOther AgenciesShomotion (trucking)Aztec (tents and tent services)Stageright (stage)Cigar Box Studios (sponsor showcases)Aggreko (show power)Bose (P.A. system)This Old House Ventures (P.R., catering)Staffing (SESA, Encore, Ascent)Time FrameThe promotions took place in front of major Home Depot retail outlets in 2004. Los Angeles: Aug. 19; Chicago: Sept. 23; Detroit: Sept. 30; New York/New Jersey: Oct. 14; Boston: Oct. 23; Atlanta: Nov. 19ObjectivesCelebrate the 25th Anniversary of This Old House, highlighting the program's authentic and original reality TV premise and the remarkable work it has done on America's homes throughout its history.Drive sales at The Home Depot stores.Increase vendor and sponsor sales by disseminating instructional information to enthusiastic DIY-ers, helping them develop their own home-improvement skills.Build brand equity for all parties by showcasing the expertise chosen by each group to share with interested consumers, viewers, and fans.Leverage available multimedia platforms to drive attendance and create awareness for the partnership between This Old House and The Home Depot, as well as awareness for each participating group.Target AudiencePrimarily middle- to upper-middle-class homeowners, This Old House viewers, readers and fans and suburban Home Depot shoppers.StrategyBuild a fun and attractive, family-friendly environment at a retail outlet, at which fans of the show can meet their home-improvement heroes while learning how to better their own skills. Host an event that drives an immediate sales lift during or after events.Why: Multiple products and venues vie for attention within growing home-improvement categories. Big box retailers such as The Home Depot endeavor to engender the belief that they provide the best know-how, the best product selection, and the most competitive prices. The multimedia This Old House brand competes in spaces that complement the sales efforts and goals of The Home Depot and its vendors.The tour was able to leverage TV, print, Internet, public relations, and 'star power' resources to attract and reach the broadest base of potential attendees and area shoppers. This audience wants to be better-educated shoppers and more competent builders.What: U.S. Concepts assembled and managed events in front of major Home Depot outlets. A television-quality stage set was the centerpiece of a tented footprint housing customized vignettes to showcase sponsor products and services. Visitors were able to stop by various interactive kiosks, learn during live sponsor demonstrations, and watch members of their favorite home improvement team tell the story of This Old House.Details: Activities varied throughout the day, with the stars of the series periodically coming out for presentations, Q&As, and recreations of fans' favorite segments. Other activities focused on instructional clinics and demonstrations from sponsors and vendors. Each demonstration was filmed and presented simultaneously on large screens near the stage for all attendees to see.A sample of activities and elements:"What Is It" Challenge, based on the popular "Ask This Old House" segment, had audience members guessing the name and use of a particular item for a chance to win $250 shopping sprees with a member of This Old House on the day of the event.Clinics like the "Tool Challenge" enabled potential customers to learn to use state-of-the-art power tools in a no-pressure environment with industry experts.Sponsor clinics and demonstrations offered first-hand instruction from industry experts and vendors.On-stage appearances by the This Old House crew helped fans get answers to their toughest home-improvement questions."Ask the Designer" was an opportunity for audience members to receive advice from a This Old House magazine design editor and a local designer certified by the American Society of Interior Designers (ASID).The grand sweepstakes (with entry in-store and online) delivered a two-year lease on a Ford Super Duty truck. First prize was a $5,000 gift card to The Home Depot, second prize a Bose Lifestyle System, and third prize a trip to the current season of This Old House.The New Building Arts Scholarship was called out at each event, with a video shown periodically on the big screens at the front of the tent. Founded by This Old House Ventures, the scholarship aims to stimulate renewed interest and passion among high-schoolers for the building arts.This Old House crew members gave autographs (such a hit that they had to be stopped by security every time).Special guests included area high-schoolers studying the building arts, current apprentice-level employees, sponsor guests, and American Express Rewards members. VIP-only hours just before each event opened to the public allowed for more personal attention from partners and featured breakfast service, pictures and meet-and-greet opportunities with the show's stars.Making the show and activities accessible and fun to watch for large groups required a few key technologies. Live activities were presented simultaneously on closed circuit via two large, elevated screens that were also used to show short videos, clips from the program, and loops of sponsor logos. The A/V system also allowed the emcee and hosts to move throughout the tent to field questions and engage the audience. Multiple laptops were utilized to capture sweepstakes entries as well as to enhance sponsors' own kiosks and carts.Results17.9% increase in store sales in the six markets14.3% increase in participating vendor sales in the six markets452 miilion overall media impressions (print, radio, TV, Internet)14,000 total attendees in the six markets (235% over the projected attendance of 6,000)434,838 sweepstakes entries at thisoldhouse.com

Meet 'This Old House'

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