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New work: Ace Hardware Soul Paint Campaign
Ace Launches First Ever Fully Integrated Paint Advertising Campaign

Find Your Soul Paint™ Campaign Speaks to Ace’s “Helpful” Advantage

Oak Brook, Ill, March 1, 2012 – Ace Hardware, the largest retailer-owned hardware cooperative in the industry, is proud to unveil Find Your Soul Paint™ – the retailer’s latest and first ever fully integrated campaign dedicated entirely to paint. The campaign, designed to generate awareness that Ace is the helpful, neighborhood destination for paint, cuts through the crowded category clutter with an edgy, creative marketing platform that delivers on Ace’s “helpful” promise.

Through extensive consumer research, Ace discovered most consumers want and need validation and guidance in the color selection process. Ace also uncovered that many consumers have become predispositioned to believe that “do it yourself” means “do it alone.” Ace recognizes that the color selection journey is a very personal process, an expression of its customer’s personal style. The Find Your Soul Paint campaign brings the personal nature of color selection to life as homeowners discover their perfect soul color, with the guidance of a helpful Ace associate and world class products.

“Through the Find Your Soul Paint campaign, we have personified Ace’s helpful nature by demonstrating our ability to listen to the needs of our customers and helping them to navigate the color selection journey” said John Surane, senior vice president, merchandising, marketing, advertising and paint for Ace Hardware Corporation. “The introduction of our new paint brand Clark+Kensington and its palette of 120 new harmonious colors, along with the dedicated support of Ace’s helpful store associates ensure that our customers receive the personal advice and direction they need to find the color that is right for them.”

 

Find Your Soul Paint comes to life through a complete arsenal of strategic, integrated marketing initiatives. The campaign consists of national television and print advertising, targeted online and radio spots, as well as a complete lineup of online videos that bring the campaign’s story to life. In the national television spot, viewers meet a woman who comes to Ace with a color in mind. As she tries to explain the color she wants, she has difficulty articulating her vision for the color. With a helpful, intuitive Ace associate helping her along the way, she wades through the attractive choices to arrive at “the one” color of her dreams, her soul paint.

The online videos include 30 humorous, mocumentary-style videos that highlight the personas of 10 different paint colors from the Clark+Kensington color palette through candid interviews, brief introductions and dating scenes. All of the videos will be featured on Ace’s Facebook site and in rich media and online video media. The personas also will be seen on in-store signage, print advertisements, and e-mails to members of the Ace Rewards customer loyalty program.

About Ace Hardware
For more than 85 years, Ace Hardware has been known as the helpful hardware store in thousands of communities across America. Customers depend on Ace to help them take care of their homes quickly and easily so they can get on with their lives. In 2011, Ace ranked “Highest in Customer Satisfaction among Home Improvement Stores for the Fifth Consecutive Year,” according to J.D. Power and Associates. With over 4,600 hardware stores locally owned and operated across the globe, Ace is the largest hardware cooperative in the industry. Headquartered in Oak Brook, Ill., Ace and its subsidiaries currently operate 14 distribution centers in the U.S and they also have distribution capabilities in Shanghai, China; Panama City, Panama; and Dubai, United Arab Emirates. Its retailers’ stores are located in all 50 states and approximately 60 countries. For more information on Ace, visit www.acehardware.com.

About GSD&M
GSD&M is an advertising agency headquartered in Austin, Texas. With a restless culture and purpose as a guiding force, GSD&M builds brands with an integrated creative and media approach. GSD&M is part of Omnicom Group, Inc. (NYSE:OMC). For more information go to GSDM.com.

Credits:

TV  
Client    Dana Larsen, Christopher Boniface, Amy Wloszek
Launch Date    2/29/2012
Spot Title    “Line Up”
Group Creative Directors    Victor Camozzi, Bryan Edwards
CD/Art Director    Sean Keith
CD/Writer    Ray Longoria
Art Director    Keli Linehan
Writer    Charlie Wolff
Executive Producer    Brent Holt
Producer    Steve Shaw, Taylor Lovell
Production Company    BOB Industries
Director    Zach Math
Editor    Mackenzie Cutler
Stylist    Trish Summerville
Account Service    Scott Moore, Candace Davis, Karen White, Ross Applegate,
Sarah Noel
Strategy & Insights    Chris Kocek
Art Buyer    Shannon McMillan

Online
Client    Dana Larsen, Christopher Boniface, Amy Wloszek
Launch Date    2/29/2012
Print Title(s)    Soul Paint Digital Campaign
Group Creative Directors    Victor Camozzi, Bryan Edwards
CD/Art Director    Sean Keith
CD/Writer    Ray Longoria
Executive Producer    Jefferson Burruss
Producer    Anthony Ferraro
Photographer    Dave Mead
Stylist    Bonnie Markel
Account Service    Scott Moore, Candace Davis, Ross Applegate, Sarah Noel
Strategy & Insights    Chris Kocek
Art Buyer    Shannon McMillan
Print
Client    Dana Larsen, Christopher Boniface, Amy Wloszek
Launch Date    2/29/2012
Print Title(s)    Soul Paint: Motorcycle, Soul Paint: Beach
Group Creative Directors    Victor Camozzi, Bryan Edwards
CD/Art Director    Sean Keith
CD/Writer    Ray Longoria
Executive Producer    Brent Holt
Producer    Shannon McMillan, Steve Shaw
Photographer    Dave Mead
Editor    Dave Mead
Stylist    Bonnie Markel
Account Service    Scott Moore, Candace Davis, Ross Applegate, Sarah Noel
Strategy & Insights    Chris Kocek
Art Buyer    Shannon McMillan

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