Ad Campaign: Home Depot’s “Handyman Al Rescate”
Home improvement giant Home Depot is currently running a multi-episode ad campaign on Univision called “Handyman al Rescate” that seeks to boost its products with entertaining and instructional how-to videos.
“The premise is tackling different home repair issues. It’s a six part series, and in each one a handyman will go to someone’s house and fix there problem using Home Depot products,” says Nils von Zelowitz, VP, Associate Director Direct and Digital Marketing at the Vidal Partnership, who co-produced the series with Univision’s production staff.
Univision.com has a special page featuring the video footage. The video screen is surrounded by banner advertisements in the roadblock style.
”We know that the Hispanic audience over indexes in terms of consumption of dynamic content on the web, including video. Therefore, any type of video content is likely to be potentially effective. Handyman brings together relevance (do it yourself expertise from The Home Depot) with the understanding that our audience consumes video,” says von Zelowitz.
Related Article: Ad-Tracking: Home Depot ROP and FSI Investment (May, ’07)
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