This is certainly one of the most clever advertising I’ve seen lately.
Apple needs no introduction; Rona is a bricolage/DIY franchise centre which has its own stores primarily in Canada.
This advertisement is installed in one of the central streets of Montreal, Quebec.
The line reads: “Nous recuperons les restes de peinture.” which translates to: “We collect leftover paint.”
In an advertisement of this nature we can observe different marketing strategies, which contribute, together, to reinforce the message and to boost publicity itself.
Rona certainly exploits in its favor the Apple brand and with the phrase “We collect leftover paint” , for a moment, we think that those of Apple are wasters while Rona has a greater sensitivity and that they don’t throw anything away. Nearly a message of awareness to recycling that does not put Apple in a bad light, but it certainly puts in a good light Rona!
The installation of advertising is temporary. As we see the banner of Rona is supported by two cranes. This certainly gives even more a boost to the communication. Imagine walking through the streets of Montreal. Probably would be first affected by the banner of Rona, unusually supported by two cranes, rather than by the Apple billboard, since we see every day tens of billboards. Immediately after watching the coordinated advertising if we are ordinary consumers we are going to Rona to buy paint, while if we are graphics advertiser we will make a smile and say “good idea guys!”
We do not know if Bos (the agency that developed advertising) has requested Apple’s permission to set up this banner.
After all, the two companies deal with very different products – again reinforcing the message, which is transverse and through fields very far from each other.
In any case, the points to be gained by advertising of this kind are many.
Who knows if there will be mergers in advertising as we are seeing in other areas, in the automotive field, for example.
Here and at Brainstorm 9 you can see some photos of the advertising and a video of the installation. Enjoy!