Home Depot Hires Actors to Stage a Home Renovation
The Home Depot came up with a unique way to draw attention to a new Manhattan retail location where the store is located two stories below street level. The company suspended a replica of a New York City apartment at street level in the building’s lobby, with hired actors performing home renovation projects inside.
Performers occupied the 3,500 square foot apartment from 9 a.m. to 9 p.m. over a five-day span, making renovations to the apartment using products available at The Home Depot.
“I loved the location, but I was concerned about the entrance looking like a corporate lobby,” says Home Depot cmo John Costello. “We challenged [Jack Morton] to turn those potential negatives into a positive ‘wow,’ and they more than delivered.”
The campaign drew coverage from New York newspapers, and its success led The Home Depot to bring Urban Theater back for five more “performances” in 2005.