In the spring of 2010, Rona, a major Canadian retailer and distributor of hardware, building materials and home renovation products, came up with a fantastic Ambush Marketing campaign. This company has a paint re-cycling program and the campaign was about this program.
In Montreal Rona spotted a billboard of Apple, it was an advertisement for the new iPod Nano showed on a colorful banner along the road. There were nine iPod Nano’s on it, in different striking colors: grey, black, purple, blue, green, yellow, orange, red and pink. The colors were dripping, like paint, off the bottom of the iPods.
After seeing the advertisement, the company came up with the fantastic idea to make use of this billboard to create a creative advertisement for themselves. As previously mentioned, Rona is a company that wanted to make a campaign about the fact that they recycle paint, so they decided to hang a billboard under Apple’s with exact the same colors dripping into paint buckets with the writing underneath: “Nous récupérons les restes de peinture.” what means: “We recycle leftover paint.”
This initiative was very unique and innovative. A video of the setting-up was made and had thousands of views, and best of all, around 2 million liters of paint were returned to Rona. So the campaign was very effective!
This marketing campaign is not the typical type of ambush marketing because it wasn’t done to grab a bigger percent of the market from a direct competitor. The iPod of Apple has nothing to do with products of the company ‘Rona’ so the campaign wasn’t detrimental to Apple.