Home Depot painting Father's Day orange
by Sarah David Spears, June 12,2006
If Christmas is a time for red and green, Valentine's Day, red and pink and the Fourth of July, red, white and blue, then The Home Depot Inc. wants Father's Day to be a time for orange.
The national big-box retailer is launching a campaign June 10 where it will market itself as the official sponsor of Father's Day.
On television, a line of commercials from The Richards Group will show little boys rushing into a Home Depot store, eagerly picking out power tools, hardware and do-it-yourself projects. At the checkout counter, a Home Depot employee wishes one little boy a Happy Father's Day, and the boy turns into a man in his 30s, who smiles and says thank you, while Home Depot chimes in with "Bring out the kid in your dad with a Father's Day gift card."
Eric Oberman, a spokesman for Home Depot, said the campaign was the largest Father's Day push in the company's history -- and correlated with market research conducted earlier this year.
"Obviously, we are a store that's connected with dads, and our research found that a lot of businesses and advertisers were jumping behind Mother's Day and not focusing as much time on Father's Day," Oberman said. "We wanted to make sure that dad got his due."
The campaign will include a new Web site (www.homedepot.com/dad) where families can shop for dads by category or price. In fact, a new feature allows a visitor to fill out a rough profile of his or her father's interests -- gardening, car mechanics, in-home project, cooking -- and then receive recommendations.
Also, families can enter a sweepstakes to win a $10,000 shopping spree for their fathers and on June 11, the Home Depot's NASCAR Chevrolet race car will run in the Pocono 500 with a new hood bearing the logo "Proud Sponsor of Father's Day."
Arketi's growing ark
Atlanta's Arketi Group continues to expand its account with technology and business clients. The public relations firm has added accounts with Salis Inc., an outsourcing provider for tax compliance services; Synthis Corp., a provider of management software; SecureWorks Inc., a company that offers security services to those in the financial industry; Taz Anderson Realty Co., a local developer, and Georgia Tech's master's program for international logistics.
Meanwhile, The Banks Agency will help First Security National Bank develop a new campaign called "Live. Work. Play. Bank." The campaign is intended to develop a new feel and look for the bank as it enters two new Georgia markets -- smart communities Vickery Village in Forsyth County and Harmony on the Lakes in Cherokee County.
The Trevelino/Keller Communications Group has gained an account with ViTrue Inc. Based in Atlanta, ViTrue was founded by Reggie Bradford, former WebMD Inc. chief marketing officer, and hopes to leverage consumers' growing interest in interactive online communities -- think myspace.com, wikipedia.com and flicker.com -- to build brand awareness for businesses.
Via the Web site www.sharkle.com, which ViTrue recently purchased, it will allow consumers to create video advertisements for their favorite brands, and share them with other visitors on the Web site.
New list for The List
The List, a company that monitors the activities of marketing agencies nationwide, has added a new product called Daily Vista.
Daily Vista is a new clipping service that collects news and information about the marketing activities of businesses nationwide.
Todd Knutson, CEO of the company, said Daily Vista would target business opportunities in branding, interactive, direct marketing, promotions and general advertising.
A hole in one
Alpharetta-based sports production company Directors Group Inc. recently wrapped production of one of Hollywood's most popular golf tournaments.
The company filmed this year's eighth annual Michael Douglas & Friends Golf Tournament May 7 at the Trump National Golf Club in Rancho Palos Verdes, Calif. The tournament will air on NBC June 10 at 4 p.m.
Proceeds from the tournament go to The Motion Picture & Television Fund, an 85-year-old foundation that provides financial assistance to needy people in the motion picture industry. The foundation was established in 1921 by Charlie Chaplin, Mary Pickford, Douglas Fairbanks and Cecil B. DeMille.
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