The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2017 One Show - Social Media

In-a-Snap

Agency BBDO / New York

Client Lowe's
BACK TO RESULTS

Annual ID

OS_SM17038M

About the Work

BACKGROUND Our objective was to inspire Millennials to take on simple “home refresh” ideas, by using social platforms in an innovative way. IDEA People go to Snapchat for the Stories. With Snapchat Stories you can tap through a series of random videos. So we used the tap-to-skip feature to create a physical reaction on the screen. A hand held arrow showed users exactly where to tap, so they would feel like they were chiseling, drilling and sawing their way through several complete DIY projects. There are up to 45 videos per story, all shot in-camera, overnight and ready to be consumed the following morning. Each one was live for only 24 hours. RESULT Lowe’s first foray into Snapchat attracted 8700 followers and 300,000 views in 3 days. 80% of viewers stayed until the final frame. All without spending a cent on media.