Name of organization:  Lowe’s Canada
Project:  Spring Means Lowe’s
Project team:  Project Manager, Art Director, Copywriter, Producer and External Production Company
Duration of campaign:  3 month
References: Joh Bozeman


While a recognized brand in the United States, Lowe’s faced an awareness and consideration challenge in Canada.  While the brand had moved north and had presence in several large Ontario cities, consumer awareness and familiarity was low in these markets. Breaking into established shopping behaviour and brand loyalty of existing relationships consumer had with their hardware and big box store of choice was indeed a challenge.  Lowe’s needed a robust multi-media marketing strategy to break through established shopping behaviour.  Lowe’s needed to communicate its value proposition – value, selection and service – and give consumer a reason to defect from their existing brand relationships.  The primary objectives were to generate awareness and favourable opinion leading to trial. These objectives were of paramount importance in the critical spring home improvement season.


Our strategy was to position Lowe’s as the store that’s synonymous with spring, offering everything customers could possibly need to get the most out of the season. When it was time to think about Spring, we wanted the consumer to think Lowe’s. Simply put “Spring Means Lowe’s”

The project began with a comprehensive brief outlining scope, objectives and budget for the campaign with specific attention to gaining market share and increasing sales across all locations. TANGO developed several concepts with the recommendation being “Spring Means Lowe’s”

Utilizing our guardrail process, TANGO worked collaboratively with Lowe’s to execute on all strategic and tactical deliverables. Lowe’s marketing team worked closely with TANGO every step of the way. It was a partnership approach based on respect and reliance for each other collective expertise.


TANGO developed a complete 360 campaign to communicate the “Spring Means Lowe’s”
• 1 – :30 television/online spot

• 4 – :15 retail activation spots focusing in on specific spring offers
• Print advertising
• Display ads
• Social pages and graphics
• In-Store promotional signage
• Radio


The client felt the creative and integrated strategy worked well both in terms of tangible results and in building the brand in Canada. Tango helped Lowe’s achieve a 30% lift in unaided awareness, 27% increase in store traffic, 10% increase in comp store sales as well as 73% increase in website traffic.