Martha C. White of the New York Times reports on how the home improvement franchise Lowe's introduced "Fix in Six," video tutorials for mending cracks, drips, and scuffs.
This is a visual do-it-yourself tutorial that Lowe's is using to introduce their stores to a younger and more urban audience. Lowe's started posting the quirky videos on Vine--a kind of Twitter for video content--a couple of years ago, and found a warm response:
“One of the things we’ve seen with Vine, and what’s made it successful, is it’s really visually compelling and it can tell the story without the copy to support it,” said Bob Estrada, executive vice president and senior director at Lowe’s ad agency, BBDO New York. "The six-second creative constraint really forces you to get pointed and have a really clear way.”
So when it came time to decorate the store windows of its smaller shops in Manhattan, the company borrowed the same aesthetic it used in the clips:
“You want to stop people in their tracks,” Mr. Estrada said. “We went immediately to some of the nostalgia that’s associated with store windows in the city.”