The Home Depot
Home ownership is on the decline.
It’s hard for young professionals to justify buying the nice, expensive furniture they might want.
The Home Depot’s DIY Summer Studio lets you build the furniture you want for cheaper, while adding your own personal touch.
Fans of the DIY Summer Studio can download the companion Buildability Plug-In for their browsers.
This extension identifies potential DIY projects from across the internet.
The plug-in provides a snapshot of the potential DIY requirements for an identified project.
If users want to pursue the project they can use the button on the plug-in to open it in the DIY Summer Studio.
Transit benches and other outdoor opportunities for placement will lead people to ask themselves: “could I actually build this?”
Once they scan the code and open the DIY Summer Studio they will feel confident they can.
Stickers allow for more versatile placements while keeping the same message.
OOH
We start by having our audience ask themselves: “could I actually build this?”
Programmatic & Partnerships
Home Depot will partner with DIY content creators such as Simone Giertz to get their real reactions to our exclusive Summer DIY shed.
Buildability Plugin
This plugin will continue to exist after the DIY Summer Sale. It can automatically detect DIY opportunities as you browse the web and redirect you to The Home Depot website to purchase the needed materials.
Microsite
QR codes will lead to the DIY Summer Studio, a site that will recognize photos of furniture and provide users with instructions and a list of materials they’ll need to build it, available for purchase.
Full site below.
