The Challenge

The home renovation and hardware superstore had partnered with Summerhill, a non-profit group that helps corporate clients green their businesses, to create its sustainability program. Summerhill synthesized The Home Depot’s eco-friendly products, services and initiatives into a CSR platform. The chain needed a company to take aspects of the program, including the range of Eco Options products, and effectively communicate them to consumers.

The Plan

Green Living conceptualized, designed and launched the biannual Eco Options Magazine, which showcases The Home Depot’s eco-solutions via features on home decor, gardening, saving water and energy, and more. Green Living also produced an Eco Options calendar, including coupons, further developing the brand and public awareness. The Home Depot then commissioned Green Living to conceptualize, create and execute the companion Eco Options Renovation Contest, a national competition for homeowners. Green Living managed, promoted and implemented the contest, and executed the winning renovation. For added synergy, the before-and-after feature was published in Eco Options Magazine.

The Result

Eco Options Magazine became Canada’s largest-circulation custom publication, reaching one million consumers and resulting in an increase in Eco Options product sales while other categories suffered in a stormy economy. The renovation contest attracted thousands of entries and provided a stunning national showcase for The Home Depot’s eco-products and services.