LOWE’S – ASIAN INDIAN BRAND CAMPAIGN
Asian Indians are one of the most affluent groups in the US. Although they have high home ownership rates, the concept of DIY Home Improvement is relatively new & unknown for Asian Indian recent immigrants. Lowes wanted to tap into this premium mindset & educate them about home improvement & encourage their DIY spirit.
• Enhance Brand awareness
• Improve purchase consideration
TARGET AUDIENCE & INSIGHT
• Mass Affluent Asian Indian home owners living in the US
• Although they are value conscious, they seek premium lifestyle & high quality of living.
STRATEGY & SOLUTION
Utilizing a series of targeted & culturally relevant creative in leading Asian Indian media channels to maximize brand awareness & enhance brand preference.