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Rona begins mobile campaign
By Adnews Staff
Home improvement chain Rona Home & Garden has begun a content promotion with tablet-based news publications Star Touch and LaPresse+. The campaign takes the form of an interactive catalog for Rona's 2015 Holiday Seasons collection of products. The online magazine-style execution is called "Customize your Holidays" and will run as a special section in the applications. In addition to product information, it includes recipes and audio tracks intended to match various styles of decor.
"With a focus on expanding our digital presence and offering a rich experience to consumers across Canada, the Star Touch interactive platform was an ideal channel to meet these objectives," said Marlène Hins, senior director of marketing strategies at Rona. "More so, it allows us to position ourselves as the destination to create unforgettable holidays. Featuring playful and inspiring decoration ideas, consumers are ready to transform their homes into festive gathering places with customized collections adapted to each and everyone's tastes and styles."
The campaign, which also includes print, web and in-store advertising, was developed by Sid Lee, with media planning and buying by Carat.