RONA L’Entrepot, La Presse+ gear up for patio season

The retailer is solidifying its shift to digital with a new campaign in La Presse+.
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RONA L’Entrepôt’s 2015 spring and summer outdoor furniture range has been launched in a branded special issue feature on French-language tablet app La Presse+.

The 14-page interactive flyer also features grocery company IGA and Quebec liquor retailer SAQ. The execution couples patio items with suggestions for wine and dinner pairings to complement the furniture. Users can then click on specific wine or food items and view them on the SAQ and IGA websites, respectively.

Carat is the media buyer for the project, while Sid Lee is the creative agency.

As well as ideas for patio apparatus and layouts, the execution entitled “La Saison des 1001 Projets” (The Season of 1001 Projects), allows users to view barbeques, outdoor furniture and other accessories from the renovation brand’s new outdoor collection.

Previously, flyers have accounted for the majority of RONA L’Entrepôt’s marketing efforts, says Marlène Hins, senior director, marketing strategies, RONA. However, with this campaign the company wanted to solidify its shift to digital, as well as reach out to a new audience, she says.

“The campaign aims to show that our digital switch is complete,” says Hins, “The La Presse+ readers are a fit with the [25 to 54 year-old homeowner] segment we are trying to reach.”

The campaign marks the first time the Montreal-based publication has produced a branded special issue with a renovation company.

Marc Giguère, general manager, La Presse Ventes Média, tells MiC that La Presse users are spending 45 to 50 minutes per day on the app, and even more on the weekend. Positioning the Rona catalogue in the app’s Friday news stand, he says, is a strategic move to maximize the number of people who will see it over the weekend.