RONA developed an integrated ad campaign showcasing the collective effort and sense of camaraderie that are paramount to RONA’s success. One of the broadcast ads shows a humourous take on a relay race, with Canadians running, kayaking and flipping across Canada as they pass a screwdriver “baton” from coast-to-coast. The ad is designed to help build a sense of pride among Canadian consumers and celebrates RONA’s dedication to “Doing It Right,” regardless of the obstacles faced.
Accompanying the broadcast feature is a print ad branded with the tagline “A win for Canada is a win for all of us.” The print ads feature a RONA work glove proudly waving a Canadian flag, highlighting RONA’s $4.5 billion CDN yearly direct investment into the Canadian economy. The “Win For Us” campaign is part of RONA’s contribution to, and sponsorship of the Canadian Olympic Team (mettre un lien vers la landing de la campagne Olympique).
RONA also invited Canadians via the web to ‘Plant Your Feet’ running its 5,515 km collective relay – the distance from the Pacific coast to the Atlantic coast. In recognition of Canada’s support for our athletes, RONA committed to planting a tree for every kilometer run. Canadians sprinted out of the starting blocks with world-class speed, covering the distance in only 72 hours – the equivalent of running 76 km every hour for three entire days.
“We are overwhelmed by the enthusiastic participation from across the country,” says Karim Salabi, Executive Vice President, Marketing at RONA. “With the original goal now met, we are now challenging Canadians to reach 40,075 km and beyond – the distance around the earth at the equator! ” He added that to thank participants for their immense support, that RONA will extend its support of reforestation programs across Canada, and will continue to plant a tree for every kilometre logged in the collective relay.
In that capacity, RONA’s commitment during the 2010 Winter Games in Vancouver focused on the 4 following elements:
1. Supporting the construction of Olympic sites as a way of giving something back to the population of British Columbia.
2. Financial support to Canadian athletes to help them win medals
3. Training for troubled youth through RONA’s Fabshop
4. RONA Employees’ Participation