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.
Looking to surprise and entertain audience. This direct mail piece will raise awareness about the “Boost your Snooze: Challenge” and overall campaign. An invitation to register online
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.
-Placement: Public spaces. Mall waiting areas, main subway stations.