RONA Asks Canadians to Knock on Wood to Support Playoff Hockey Teams

RONA, a proud sponsor of the Montreal Canadiens and the Edmonton Oilers, has launched next Friday a national campaign to support both teams on their road to victory. With the Canadiens making an unexpected push into the playoffs and the Oilers also chasing glory, RONA is inviting all fans to take part in a symbolic gesture to bring their team good luck: knocking on wood. This popular superstition is being transformed into a collective ritual - accessible, visible, and engaging - through a series of activations where fans live out their passion.

"At RONA, wood is part of our DNA. We want every fan to be able to actually knock on it. This campaign is a simple and 100% RONA way to unite behind our teams. Whether you’re in-store, on your way to the arena, or cheering from your living room, everyone can knock on wood. And if you’re just the right amount of superstitious, you might believe every win has something to do with that ritual," says Catherine Laporte, senior vice president, marketing and customer experience, RONA.

The campaign has been live since April 24th with a first symbolic activation: a huge wooden pallet installed at Place des Canadiens in front of the Bell Centre, and at Fan Park in front of Rogers Place, inviting fans to literally 'Knock on wood' before the games. In Montreal, fans at the Bell Centre for the two home games may have even had the opportunity to see Mike knock on wood, or to run into him in the stands!

During the first two home games, fans also received a wooden keychain marked 'Knock on Wood' - a lucky charm to carry throughout the playoffs. In parallel, rink boards in both arenas are displaying the campaign message, reinforced by premium TV media placements to amplify its reach. Everything has been designed to ensure that fans everywhere can participate in this unifying, superstition-inspired, and deeply Canadian movement.

“What we wanted with this campaign was to transform a superstition into a rallying ritual for CH fans. 'Touch wood' is 100% Quebec jargon and completely aligned with the brand’s tone. I don’t think you can get more RONA than with a big pile of 2x4s,” adds David Lambert, creative director at Sid Lee.