CARAT TAKES HOME TWO PRIZES AT THE 2015 SPONSORSHIP GRAND PRIX COMPETITION
A strong showing for RONA which stood out in two categories in the scope of its Montreal Canadiens sponsorship.
Carat and RONA won two prizes at the inaugural edition of the Sponsorship Grand Prix competition on October 22. The contest created by Infopresse and the Sponsorship Commando aims at recognizing excellence and creativity in sponsorship activation in Quebec, highlighting the discipline’s role in the world of communications and bolstering the relationship between sponsors and sponsored partners to foster on-brand activations.
Every year, RONA capitalizes on its partnership with the Montreal Canadiens to restate its support for the team. The brand built on the hockey fever in the city during the regular season and playoffs to engage with fans who support their favorite team. RONA stood out in the two following categories at the awards:
- Media Product category with the « RONA is hockey » case, a Right-Time-Marketing campaign rolled out on digital boards showcasing the variety of colors offered in store. The selected colors made it possible for RONA to show its support for the team.
- Personality/Sports Team category with an in-store stuntcreated by Sid Lee to bring good luck to fans’ favorite team. With a creative nod to popular superstitions, RONA willingly attracted bad luck to the opponent by forcing Tampa Bay fans to walk under a ladder to make it to the checkout counter where RONA’s partnership to support the Montreal Canadiens was proudly displayed.