Lowe's #HomeForaHome campaign is taking a thoughtful approach to this year's Super Bowl. Many brands are reallocating their ad spend toward COVID-19 relief efforts, but instead of opting out of the Super Bowl entirely, Lowe's aims to leverage game day excitement, for a good cause.
The #HomeForaHome campaign will support front line workers who are in critical need of home repairs. According to Lowe's, every time a Super Bowl ad mentions the words home, the brand will pledge to complete a repair. On top of this hands-on effort, Lowe's will be donating $100,000 USD. "When we thought about how we wanted to show up at Super Bowl, the crowning moment of the football season, we just felt that the answer wasn’t a commercial," spoke Marisa Thalberg, Lowe’s evp and chief brand and marketing officer.
Home-Fixing Ad Campaigns
Lowe's Will Fix Front Line Workers' Homes for Its #HomeForaHome Campaign
Trend Themes
1. COVID-19 Relief Ad Campaigns - Brands can allocate their ad spend towards COVID-19 relief efforts, like Lowe's #HomeForaHome campaign.
2. Corporate Social Responsibility - Companies can use their resources to help support front line workers and make a positive impact, like Lowe's repairing homes for their #HomeForaHome campaign.
3. Cause-related Marketing - Brands can use their marketing efforts to support a cause and make a difference, like Lowe's #HomeForaHome campaign during the Super Bowl.
Industry Implications
1. Home Improvement - The home improvement industry can support front line workers through special programs and initiatives, like Lowe's #HomeForaHome campaign.
2. Advertising - Advertisers can create campaigns that make an impact and support a cause, like Lowe's #HomeForaHome campaign during the Super Bowl.
3. Retail - Retailers can use their resources to support local communities and make a positive impact, like Lowe's repairing homes for their #HomeForaHome campaign.