In its third year as an Official NFL Partner, Lowe’s launched a new campaign promoting the local Lowe’s team, a group of NFL athletes, associates and customers of Lowe’s in mission to DIY their way to the top – and help improve their hometowns along the way. This year, NFL fans have a new opportunity to “try” for the team.
Home improvement retailer Lowe’s is back with a second season of its “Home Team” program in partnership with the NFL. Today, the brand is launching a new campaign to promote its fan engagement and community service initiative. Super Bowl MVP and retired New Orleans Saints quarterback Drew Brees is the face of the draft.
“We understand how powerful the home is and the home team is our key to marrying our partnership with the NFL with our overall mission of supporting the communities we serve,” said Lisa Schoder, vice president of integrated media and Lowe’s partnerships. “Lowe’s is dedicated to empowering people around the world to achieve their home aspirations in a way that makes home improvement accessible, inspiring and affordable. The local Lowe’s team works in service of this goal by delivering much-needed community impact programs across the country and this year also inspiring home fans to revitalize their own homes and communities.
Stack the team
With representatives from all 32 NFL teams, the Lowe’s Home Team launched last year, with the goal of “uniting fans around the connection and community that we all yearn for during the football season, even when the fans come home.” With “Captains” and a “General Manager” (Brees’ role on this year’s squad), the team seeks to rally fans across the country and help improve their own “hometowns” by supporting the local businesses and community members with home renovations and improvements. projects. Last year, team members also engaged in fan outreach and virtual events to keep fans connected during the Covid-19 crisis.
Schoder explains that although last year was a success, the retailer was determined to make further improvements to the program in 2021. On the one hand, it chose Brees to lead the charge. Schoder thinks Brees was the ideal leader: “Drew is a known leader in the field and in the community – he was our first choice to represent Lowe’s as general manager of the home team. Specifically, she highlights the “inspiring” work Brees does with the non-profit organization he founded with his wife, the Brees Dream Foundation. The organization aims to improve the care, education and quality of life of young cancer patients and their families.
Additionally, this year, Lowe’s expanded its own employee engagement – it added some 300,000 store associates to the team to support community-driven efforts across the country, as well as to coach home do-it-yourselfers. . A handful of Lowe’s Pros – customers enrolled in the company’s premium services and customer loyalty program – will also be selected to join the team.
The home team is back with a packed roster – and a new challenge calling on everyday consumers to secure a spot on the team. Launched today with two 15-second films and one 30-second film created by Deutsch LA, the campaign features Brees alongside other NFL stars including Justin Fields, Christian McCaffrey, Travis Kelce, Calais Campbell and Kelvin Beachum.
“TV spot brings the Lowe’s Home Team mission to life, showing NFL players, Lowe’s Red Vest associates, pros and people around the world working together to tackle home improvement projects.” said Sorenne Gottlieb, Executive Creative Director of Deutsch LA. “Powered by teamwork and with the spirit of their favorite NFL teams, Lowe’s home team wins the home game. “
In the ‘New Team’ campaign anthem film, athletes are pictured in blue Lowe’s home team jerseys. “There is a new team in the NFL,” says Brees. “One who plays for the house – everyone’s house,” adds Campbell. On site, players join community members in home restoration, painting, drilling and new carpet projects. After a forceful voiceover explaining that Lowe’s Home Team can “help you tackle any project,” viewers see a link encouraging them to “give it a try” for the team.
The invitation is part of the program’s new “4 Quarter Challenges”, which will take place in four separate “quarters” throughout this year’s football season, from September to December. Each quarter, fans will be challenged by NFL stars in a DIY project – ranging from a “home bypass” project to a “holiday team decorating” task. Participants can submit photos and videos of their efforts to lowes.com/hometeam for the chance to join the team. Schoder says the retailer hopes attendees will visit Lowe’s to purchase supplies to participate. Those selected to join the team will win a Lowe’s Home Team jersey designed by artist Marcus Rivero, who has created custom cleats for a number of NFL stars – as part of the My Cause My Cleats program of the NFL. Winners will also be entered to win Super Bowl LVI tickets.
Do good for 100 hometowns
As part of the initiative, launched during Lowe’s centenary year, the company announced 100 “hometowns”. Lowe’s will be launching an improvement project in each of these communities, with the participation of members of the host team to help complete eight of these projects this fall.
In fact, the home team’s efforts are already underway, according to Schoder. Former Patriots star and three-time Super Bowl champion Matt Light – who founded the Light Foundation, a youth-focused nonprofit personal development organization – has helped young people in his hometown of Greenville, Ohio, to build a 40 foot bridge. Meanwhile, Tampa Bay Bucs wide receiver Chris Godwin helped fix six houses in Tampa. In West Baltimore this week, Ravens defensive end Calias Campbell helped set up a kindergarten at Allen AME Church. Members of Lowe’s home team will continue to offer their services in earnest throughout the football season.
The campaign could also help the retailer capitalize further on the wave of home improvement projects spurred by the pandemic. A Home Advisor study published in December of last year suggested that Americans undertook 25% more home improvement projects in 2020 than in 2019. Although it is not clear whether this trend will continue until ‘In 2021, Lowe’s could still benefit from promoting its products and services today.
The company’s sales in the second quarter of 2021 fell 1.6% from the same period last year. While this may simply suggest that home improvement projects are returning to normal rates after last year’s spike, the company publicly cited no specific reason for the drop in the press release it issued on last month.
Despite the sales decline, Lowe’s quarterly results show that sales mix is up 32% on a two-year basis; the president, president and chief executive officer of the company, Marvin R Ellison, praised the “excellent results”. Partnerships and branding initiatives such as the Lowe’s Home Team program could help increase brand awareness, engagement and ultimately sales.
To promote the Home Team project, the new marketing campaign will be broadcast on TV channels and social networks.