Home Depot and the Dr. Martin Luther King Papers

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Client:

Uniworld Group Advertising / Home Depot

Overview:

UniWorld Group, the agency of record for national home improvement retail giant Home Depot, sought BlackBox Creative’s expertise in digital media to announce the early 2007 return of the Dr. Martin Luther King Jr. Papers (valued at $32 million) to Morehouse College and the city of Atlanta, Georgia.

Strategy:

The strategy was simple: Share the story of Dr. King's legacy, including the papers, in a concise, truthful and engaging manner. The visual design of the rich media banner ads focused on the historic nature of the papers. Clear, bold, call-to-actions lead the way, supported by a visual interpretation of the actual papers.

Results:

BlackBox Creative delivered a digital ad-campaign targeting top African-American websites. To draw attention to the historic occasion, leading sites such as AOL.com, www.blackvoices.com, www.essence.com, www.steveharvey.com, and www.blackplanet.com received a series of call to action web ads promoting the event.

Following the launch of the banner ads, the Atlanta opening of the Martin Luther King Papers Exhibit was a huge success with thousands in attendance for the historic occasion.