2024 Winner
BronzeBest in Niche Targeting
RONA
"Ron Fournier"
Starcom
"Ron Fournier"
Starcom
RONA, once a proud Quebec symbol of success, has struggled recently to retain local love after the acquisition by American corporation, Lowe's. However, after Lowe’s sold RONA in 2023, it was time to win back the pride of aging DIY customers in Quebec, who prefer to buy local. They needed to do this before the biggest sales period of the year – Springtime. The agency saw an opportunity to grow with senior DIYers, linked to another spring issue, challenges with staff. There was a shortage of applicants in all demographics.
Younger people weren’t applying to jobs like they used to, and the brand was struggling with older demographics who had lost brand faith. When it came to older DIYers, they saw that they were feeling neglected and less useful in recent years due to anti-boomer sentiments with 80% of them claiming they felt less important than younger generations. The agency wanted to show this neglected group of people that they not only see them but need their DIY expertise.
RONA set out to solve both brand love and staffing issues with one impactful job recruitment campaign, but they couldn’t do it alone. The brand needed to find a local Quebec spokesperson that could reinvigorate pride in both them and RONA just in time for spring to speak to them authentically.
Knowing their love for hockey and feelings of nostalgia, there was no better personality than local Quebec legend, former commentator and late-night call-in host, Ron Fournier.
The agency encouraged Ron to come out of retirement and help us inspire retired Quebecers to do the same with a late-night call in show called, “Ron a pas dit son dernier mot.” Retirees were encouraged through a 360 campaign to call in to Ron, applying to a job during a Facebook live event.
They had a blast with a nostalgic media mix of traditional platforms with a radio-style call-in show, but also using platforms that consumers use today. With a mix of local Quebec news media, OOH, and Digital Display assets in targeted environments that drove awareness of the call-in show event. Post event, the agency amplified captured footage assets to drive to an in-person recruitment event a week later to further drive applications and brand love.
With a campaign that spoke directly to this often looked over demographic, it helped build confidence not only within themselves but towards the RONA brand they once loved.
First campaign that targeted senior citizens for the brand. Never heard of call-in show blending telephone with a Facebook live event for a home hardware company. The campaign achieved breakthroughs in media integration by combining a call-in telephone show with a live Facebook event showcasing innovative thinking in reaching and influencing the desired community. It was also the first campaign where RONA targeted senior citizens with the relevant use of Ron Fournier
as a spokesperson.
Quebecers were absolutely buzzing over the campaign a received more than $100,000 worth in PR coverage in less than a week. The call-in show received over 1 call per minute in applicants and overall, the campaign generated over 4 times the number of applications they had received a year ago. This campaign resonated with the brand’s target DIYers 45% above average, reinstating RONA back into the memory of Quebec DIYers.
The campaign's success lay in its unique and unprecedented approach to reaching and influencing the desired community.
Younger people weren’t applying to jobs like they used to, and the brand was struggling with older demographics who had lost brand faith. When it came to older DIYers, they saw that they were feeling neglected and less useful in recent years due to anti-boomer sentiments with 80% of them claiming they felt less important than younger generations. The agency wanted to show this neglected group of people that they not only see them but need their DIY expertise.
RONA set out to solve both brand love and staffing issues with one impactful job recruitment campaign, but they couldn’t do it alone. The brand needed to find a local Quebec spokesperson that could reinvigorate pride in both them and RONA just in time for spring to speak to them authentically.
Knowing their love for hockey and feelings of nostalgia, there was no better personality than local Quebec legend, former commentator and late-night call-in host, Ron Fournier.
The agency encouraged Ron to come out of retirement and help us inspire retired Quebecers to do the same with a late-night call in show called, “Ron a pas dit son dernier mot.” Retirees were encouraged through a 360 campaign to call in to Ron, applying to a job during a Facebook live event.
They had a blast with a nostalgic media mix of traditional platforms with a radio-style call-in show, but also using platforms that consumers use today. With a mix of local Quebec news media, OOH, and Digital Display assets in targeted environments that drove awareness of the call-in show event. Post event, the agency amplified captured footage assets to drive to an in-person recruitment event a week later to further drive applications and brand love.
With a campaign that spoke directly to this often looked over demographic, it helped build confidence not only within themselves but towards the RONA brand they once loved.
First campaign that targeted senior citizens for the brand. Never heard of call-in show blending telephone with a Facebook live event for a home hardware company. The campaign achieved breakthroughs in media integration by combining a call-in telephone show with a live Facebook event showcasing innovative thinking in reaching and influencing the desired community. It was also the first campaign where RONA targeted senior citizens with the relevant use of Ron Fournier
as a spokesperson.
Quebecers were absolutely buzzing over the campaign a received more than $100,000 worth in PR coverage in less than a week. The call-in show received over 1 call per minute in applicants and overall, the campaign generated over 4 times the number of applications they had received a year ago. This campaign resonated with the brand’s target DIYers 45% above average, reinstating RONA back into the memory of Quebec DIYers.
The campaign's success lay in its unique and unprecedented approach to reaching and influencing the desired community.
Credits
Media Agency:Group Account Director, Valérie Jolivet
Associate Director, Celine Juin
Senior Media Planner, Zakaria El acchab
Client:
Brand & Media Director, Jacynthe Prince
Head of Marketing, Sponsorships, Local Marketing, Affiliates, Audrey Quenneville
Social Media and Influencer Specialist, Caroline Hurtubise
National Director, Talent Acquisition, Marc Larouche
Lawyer, Legal Advisor, Renaud-B Paquin
Marketing Specialists, Caroline Hurtubise and Julie Beaulieu
Head of Media Strategy, Marketing, Louis-Philippe Charland
Creative:
Executive Creative Direction, Alex Bernier
Creative Director, Julie Desrochers, Christopher Jones
Artistic Director, Jérémi Frenette
Copywriter, Julien Beauseigle
Creative Technologist, Julien Roub Charland
Group Director, Thalie Poulin
Account Director, Sylvie Crete
Advisor, Catherine Lemoyne
Executive Producer, Marie-Soleil Patry
Producer, Billie Doré
Post-production Producer, Elisa Hernandez
Production, Parade
Executive Producer, Jean-René Parenteau
Director of Production, Fanny Archambault
Group Director, Strategy, Jean-Claude Kikongi
Senior Strategist, Sophie Gibeault
Consulting Group Director, Partner, Antoine Dupéré Larivière
Digital Marketing Specialist, Beatrice Quintin