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July 2008 - Strategy Magazine
Upfront

Rona reaches out to youth

by Marija Djukic
page 12

Boucherville, Que.-based Rona launched an Olympic-themed campaign last month to leverage its national partnership with the Vancouver 2010 Olympic and Paralympic Winter Games.

The first of eight national TV commercials developed by the Toronto-based Cundari Group featured the Fabrication (Fab)-shop and Olympic swimmer Brent Hayden. Starting last fall, the Fab-shop is a 30-week training program that provides carpentry skills and job opportunities, including building venues for the Games, for disadvantaged youth. Hayden is one of 100 Olympians Rona supports financially through its "Growing with our athletes" program. July spots depict the permanent venues built in Vancouver, as well as the backgrounds of its young participants.

"The goal was to create something unique and refreshing to communicate Rona's commitment to Canada. It is not only part of building Canada's Games, but also a legacy," says Cundari executive VP and group account director Robert Lewocz.

Driving sales at retail is a 20%-off tools promotion with the tag "Use the tools that help build the Olympics." There's also a reusable bag program in which consumers get 10% off everything they can fit in the bag, with 20% of the profits from bag sales going to charity.

A microsite will launch at the start of the Beijing Olympics, highlighting the Fab-shop as well as Rona's Olympic athlete program, the legacy program (building the Olympic venues) and the Rona volunteer program.

The four Olympic programs are also featured on Rona's weekly flyer, and profits from sales of featured products go to the program featured that week.

The campaign runs until the end of the Beijing Olympics.

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