Boost your snooze!
Advertising Thesis 2010-2011: Sleep Country Canada
People are not getting enough sleep.
Students are not getting enough sleep.
They’re all currently:
- Pulling all-nighters
- Falling asleep in class and while commuting
- Relying on stimulants to stay awake
- Unable to focus or process information efficiently
- Experiencing constant mood swings- Feeling restless, exhausted and stressed
SLEEP is viewed as an unnecessary and unworthy investment. It is not considered a priority and most students would rather spend money and time on other things.
MARKETING CHALLENGE: To increase the flow of a younger crowd throughout Sleep Country Canada’s stores.
TARGETING MARKET: To all students attending post-secondary institutions
BUSINESS OPPORTUNITY: To change students’ perception of sleep and offer them something only Sleep Country Canada will be able to offer: quality sleep, as opposed to quantity.
Launch campaign with a series of posters and online banner ads that contain double meanings. At first glance, the ad conveys a negative connotation but once you look closely and read the watermark behind you'll be able to get the full message.