Home improvement retailer Rona has launched a series of TV spots that highlight the sense of accomplishment consumers feel upon completing a renovation project.
The spots comprise the second installment in Rona’s national “Doing it right” campaign, which began last spring. The ads were created by Montreal agency BOS and placed by Rona’s media agency, Carat.
Each spot features an individual who is singled out in a public way for their home improvement achievements.
One ad takes place aboard an airplane, with the pilot using the onboard communication system to congratulate one of the passengers on completing a project. In another, a man enters a crowded sports stadium to find that he and his renovation project are being celebrated on the stadium’s big screen.
While the spots use the same “Doing it right” tag line as the 2009 campaign, they also feature a new voiceover message with an announcer declaring: “Here’s to smart choices and a job well done.”
Pierre L’Heureux, vice-president of marketing, image and sponsorships for Rona, said the new spots were designed to put consumers in the spotlight, specifically those who buy products that are energy-efficient and otherwise environmentally friendly.
“The consumer has a great sense of pride when accomplishing a renovation project, and for us that was a reason to put them forward in the centre of the campaign.”
The national campaign launched this week and includes English and French creative.
