As part of its 85th birthday, RONAon the idea of their creative agency Sid Leedecided to offer a gift to Quebecers: a website that finally speaks the language of local renovation. After surveying the field to identify more than 150 terms or product names purely from us, RONA updated its search engine so that all customers can finally find what they are looking for on the online site. .
No more wondering what a “grinder”, a “César” or a “scrigne” is called in the language of Molière. In a web video of a minute presenting the status of the new tool, the brand invites Quebecers to continue the initiative by proposing other terms which might have been forgotten. Updates will be made constantly to add these terms frequently used by the Quebec renovation and construction community.
Thanks to this change, RONA positions itself as a real renovation partner for Quebecers – the transactional site becoming a unique lexicon of local expressions, which can evolve and be enriched over time.
“We are very proud to highlight the rich linguistic heritage of Quebec, particularly in the construction sector. This lexicon celebrates the unique language that reflects local realities. “It’s a way for us to honor the diversity and creativity of the Quebec language, while strengthening our commitment to the communities that bring it to life.” declared Jacynthe PrinceSenior Director, Brand Marketing.
“In addition to highlighting the unique language of reno in Quebec, our desire was above all to reduce the gap between the vocabulary used by RONA customers and that which they find on the company’s website in order to bring the brand of its clients” explains Olivier Goulet-Lafond, designer-editor at Sid Lee.
“This RONA campaign directed by Sid Lee represents admirable linguistic work, which highlights dialectal richness in general, while showing that a healthy language is a language that evolves and responds to the needs of its speakers. There will be those who will mention that certain “réno” vocabulary words that we use in Quebec constitute anglicisms, but the difference in spelling, the longevity of their use and other factors make this criticism unconvincing. explain Elizabeth Smithprofessor of linguistics at UQAM.
The video has been on the hardware store’s social networks since November 4, 2024, and the search engine will continue to be improved based on the words indicated in the comments. Visit the RONA website to put it to the test!
CREDITS
CLIENT : RONA
Senior Director, Brand Marketing: Jacynthe Prince
Head, Brand Marketing, Advertising and Influencer Marketing: Myriam Bernier
Specialist, Influencer Marketing and Social Media: Caroline Hurtubise
AGENCE : Sid Lee
Creative Director: David Lambert
Artistic director: Félix-Antoine Brunet
Editor-editor: Olivier Goulet-Lafond
Consulting service group director: Thalie Poulin
Consulting director: Sylvie Crête
Advisors: Gabrielle Crépeau-Hubert
Strategy: Jean-Claude Kikongi, Sophie Gibeault
Executive producer: Marie-Soleil Patry
Producer: Alexandra Michaud
Motion designer: Paul Gaspari, Noah Dauphinais
Editor: Daniel Daigle
Head of Media Relations: Pauline Lazarus
MEDIA: Old people
SOCIAL MEDIA: Substance
Related News :