Rona’s new campaign combines the language of home improvement experts with humor to highlight the consequences of ‘half-assing’ it. Devised by Courage, the campaign introduces the new brand platform “Make it right. Make it Rona.”
At the centre of the new work is a relatable protagonist: the front half of a donkey, literally illustrating the expression “half-ass” that’s often used in the industry to describe subpar renovations. The lead video depicts the donkey navigating different renovation sites, where it encounters renovation experts criticizing “half-ass” projects and emphasizing how no one likes poor work.
Catherine Laporte, SVP of marketing and customer experience at Rona, tells strategy that “half-ass” uses humour to highlight the brand’s ability to do tasks with quality, which helps it stand out in a competitive market.
“Our approach is mindful of the evolving industry overall, which we know all brands and product categories are facing,” she says, adding that Rona opted to leverage humor to forge a deeper connection with its audience and showcase the brand as more than just a product retailer. The goal is giving people a reason to take pride of their craft, she adds.
While the message of doing things right has always been part of the company’s DNA, Laporte says the new platform represents a rebranding of Rona in the ROC market, as the company has discovered that advertise based on feelings about home improvement is more effective than focusing on demos.
That creative approach targeting a particular mindset, rather than a particular product, has been evolving since last year when Rona launched a creative work showcasing different archetypes, including eavestrough and yard-cleaning homeowners on a mission, but also pros building and lifting homes. The campaign highlighted that DIYers and contractors share a common denominator in that they’re all makers. Before that, the brand rolled out an ad using the camaraderie of DIYers and the joy of undertaking a project to solidify its place as a preferred destination for renovation experts.
“Our target for this campaign is experts and aspiring experts in the home and building space,” Courage CSO Tom Kenny says. “These are people who pride themselves in the quality of their work, not cutting corners or doing things half assed.”
Kenny says this is a key demographic for the company to connect with, as they are people who don’t just visit Rona throughout the year, but also act as champions and advocates for the brand they come to trust as valued partners.
While the channel mix has not changed from previous campaigns, the brand has increased their investment to support the new brand platform and overall direction.
The campaign is airing on TV, OLV and social media platforms with a series of 30-second and 15-second spots. It will also feature OOH ads, with Cossette Media handling buying.
