Ace Hardware has unveiled Find Your Soul Paint, a fully integrated ad campaign that focuses entirely on paint. This campaign aims at creating consumer awareness of the company’s paint department through the marketing platform.
Ace, through a research conducted among consumers, has found that most of the consumers require guidance and validation in the process of selecting colors and also revealed that many of them have come to understand that “do it yourself” is “do it alone”. The company has acknowledged that the color selection process is very personal and it expresses the unique style of each of its customers.
The Find Your Soul Paint campaign revivifies colors from Clark+Kensington, a new paint brand of Ace. Clark+Kensington is a premium line of paint and primer in one and it is offered in exterior and interior formulas. This paint line contains 120 new colors in its selective color palette that perfectly blend together to aid consumers navigate easily during the color decision process.
Find Your Soul Paint resuscitates through a strategic and combined marketing initiatives. The ad campaign involves print advertising and national television ads, radio spots and targeted online, and a complete list of online videos that coveys the campaign's story to life. The online videos consist of 30 documentary-style videos that emphasize the characters of 10 different paint colors from the color pallet of Clark+Kensington through brief introductions, dating scenes and candid interviews.
John Surane, Ace Hardware Corporation’s senior vice president, said that through the campaign, the company has personified its helpful nature by validating its aptitude to listen to customers’ needs and help them through the color selection process.
Source: http://www.acehardware.com/