Sid Lee is promoting home improvement chain Rona’s new range of paints with a digital billboard campaign.

Each billboard for the campaign, which is being collaborated on by Carat and Astral Affichage, features a colour sample from Rona’s Sico Pure range, linking a specific colour to a different, regularly changed activation. St. Patrick’s Day, for example, saw the digital billboard read: “Get Your Green On.”

The campaign uses digital roadside superboards, which also display real-time traffic updates, weather information, and other news. These are changed to reflect current events, general info on sports, and other circumstances, depending on the location of the activation. They can be found in Calgary, Edmonton, Montreal and Toronto.

As to why this particular medium was chosen to present the campaign, Véronic Cholette-Roberts, senior media planner, Carat says: “We opted for a digital superboard format in order to leverage its flexibility and the possibility it lends to deploy a real-time communication strategy.”

Carat was in charge of the media planning and buying aspect of the project on behalf of Rona, selecting to collaborate with Astral Affichage because of its comprehensive national coverage and technological capabilities.

The purpose of the activations is to showcase the different creative options provided by Sico Pure paints, which are being sold exclusively in Rona stores.

Alain Forget, copywriter at Sid Lee, says the use of digital billboards allows his team to be versatile: “Using the billboards means we can evolve the campaign each day and be very reactive to everyday events.”

The ability to be so responsive, he says, means that the creative team can put their heads together and come up with the next idea quickly.

Going forward, web banners will continue to focus on major current events such as April Fool’s Day, Easter and Earth Day. Also, at the beginning of the campaign, Sico Pure was featured in radio spots which have since finished.