Advertising Thesis 2010-2011: Sleep Country Canada
They’re all currently:
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.
Step 1 [ Teaser stage ] : Will be launched with a series of teaser posters and online banners. To fully understand the message, you must read it at least twice.
Step 2 [ Challenge introduction + Exposure stage ] : Looking to surprise and entertain audience through direct mail piece. To raise awareness about the “Boost your Snooze: Challenge” and overall campaign and also an invitation to register online.
Step 3 [ Sleep Country Canada ] : Brand identity is highlighted. This stage consists of guerilla advertisements, out of home media, print and online applications.
Step 4 [ Sleep Country Benefits ] : Online support and user information + mobile applications that enhances your sleep with daily tips.
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.
Online banners will be animated with the same idea behind the posters. The only difference is that you must rollover your mouse to see the full message behind. By clicking onto it will transfer you to the teaser website introducing: Booze your Snooze Challenge: Coming soon.
Simultaneously, “Boost your snooze: The Challenge, coming soon” posters will also be displayed to stir a sense of anticipation while introducing campaign as well.
The overall idea behind this campaign is that sleep defines performance, to enhance this idea a series of challenges between university students will be arranged in a big event during frost week. For more details check the email invitation below.
Tying the brand Sleep Country Canada with sleep performance. This stage is based on a number of guerilla ads, out-of-home, print posters and TV commercials.
GUERILLA: DISTORTED MIRRORS
A transparent mylar distortion film will be applied on glasses throughout Toronto. Placed in high circulated student areas. Such as TTC bus shelters, shopping centres, waiting areas and food courts. The idea is based on how one’s performance is affected by insufficient sleep.
Relying on more visual distortion tactics, mirror distortions technique is done using swipe guerilla –posting text on top of existing funny mirrors. Installation pieces of funny mirrors containing the same message will also be placed in public areas: subway stations, Dundas Square, food courts and washrooms.
A camera will display what’s in front of the screen with distorted effect. People who walk by will be able to see themselves reflected in a funny way. Instructions hint you to touch the screen. Once you do you’ll be able to register with your email to receive discounts and coupons from Sleep Country.
Loading Sleep Country logo coloring up. Bubbles bounce around and become more prominent and opacity increases.
Website adapting to time of the day. A digital clock on top of page.
Besides from day and night mode, Sleep Country’s website also offer features such as the display of local time (shown on the top of the page), along with information about sunrise and sunset, moon phase, temperature and date. General everyday facts to locate and “bring you to the present”.
Built to help users sleep better. It is directly linked to their online profile information, where they’ve put information about their habits, lifestyle and sleeping patterns.
Allows you to consult about different types of food that will help or prevent your from sleeping. Sleep dictionary incorporatedand general information about sleeping tips. Enable to synchronize with smart phone, sleep cycle application.