4. Current Users
● Aged 18-24 (24.3% vert, 221 index)
● Men and Women
○ Men (46.7% vert, 95 index)
○ Women (53.3% vert, 105 index)
● HHI $100,000+ (33% vert, 100 index)
○ Likely lives at home
6. ● 18-24 and 25-34 are the top
segments for both brand and category
and together account for 45.9% of
brand users
● 18-24 is the top segment for brand
users
● 25-34 is the top segment for category users
● 35-49 is has the third highest percentage of both brand and category users
Age Brand/Category
8. Current Users: HHI
● They are 31.85% of the Canadian population
● The second biggest is <$25,000 at 19.4% of current users
● This group is 57% more likely to eat AWAKE Chocolate
○ This most likely represents the target segment that has moved out and no longer lives with
their family
● The $100,000+ group makes up
33% of current users
○ This most likely shows that most of the
target still lives with their family
● The index of 100 indicates this
group isn’t more likely or less likely
to eat AWAKE Chocolate
10. Current Users: Gender
● While the genders are equal in Canada, men dominate the energy drink market
● 69% of males to 31% of females
● Men are 40% more likely to use energy drinks
● Women are 39% less likely to use energy drinks
● Women use AWAKE Chocolate 6.6% more than men
● Women are 5% more likely and men 5% less likely to use AWAKE Chocolate
17. Assigned Target: OOH Media Habits
● 38% of the target has used public transit in the past four weeks
● The target is 54% more likely to have used transit in the past four weeks
when compared to the average Canadian
● Over a third of the target is relying on public transit in their day to day lives
19. Media Objectives: Online
● With online advertising, reach 24.23% of college students in Canada weekly
an average of 2.2 times during the exam months of December and April
● With online advertising, achieve 4.2 million weekly impressions across our
online vehicles during the exam months of December and April
● For the online campaign overall, achieve 39.2 million impressions across our
web portals and streaming video during the exam months of December and
April
21. Media Objectives: OOH
● With Transit Exterior posters, reach 25 daily GRPs in heavy transit regions in
Halifax, Ottawa, Toronto, Winnipeg, Calgary, and Edmonton during the exam
months of December and April
● With Transit Shelter, reach 50 daily GRPs in heavy transit regions in Toronto,
Hamilton, London, Windsor, Winnipeg, Calgary, Edmonton and Vancouver
during the exam months of December and April
● With Campus: Network classics, 1427 faces available in heavy transit regions
in select cities during the exam months of December and April
24. Media Rationale: Online
● Online is a visual medium.
○ Online advertising showcases the product, benefit or key message of the ad in a visual way
using images, video and audio.
○ Being a confectionary food product, it is important that AWAKE products be showcased in a
visual and appealing way. Online ads allows for the products to be seen in detail with video
and audio in order to showcase the product in an attractive manner.
● Online ads can be delivered any time.
○ Online ads can be placed at the time where advertiser wishes and not go through any lead
time process like other forms of media.
○ Ads could be delivered when the target is most receptive to the benefits of AWAKE.
26. Media Rationale: Online
● Online is easily measurable.
○ The effectiveness of an online campaign can be easily measured by the Click Through Rate
and conversion rate.
○ Changes can be made by AWAKE chocolate to the online ads based on data created such as
CTR and conversion.
28. Media Rationale: OOH
● OOH offers mass reach.
○ OOH ads offer high reach potential, allowing for mass reach campaigns.
○ In order to raise awareness of the brand, it is important that AWAKE focuses on mass reach.
Focusing on reach helps AWAKE impact as much of the target as possible and improve
awareness where it matters.
● Target uses transit.
○ 45% of AWAKE’s target used public transit (in the past 4 weeks).
○ Target is likely to see AWAKE’s ad placements on buses and other public transit. This allows
AWAKE to reach their target during their daily commute.
30. Media Rationale: OOH
● OOH offers geographic selectivity.
○ OOH advertising offers detailed geographic selectivity, resulting in minimal wastage.
○ AWAKE has a very specific demographic of post-secondary students. This makes it easy to
geographically target them as OOH ads can be placed in and near college and university
campuses offering minimal wastage.
38. Media Execution: Blocking Chart
● Campus Network: Classics, Transit Exterior, Transit Shelter during exam time
● 300x250 box and Streaming Video Ad (16-30s) during exam time
● Take a Break Stay AWAKE Event during exam time
● Social Media Coverage Nov. 23 - April 25
39. Summary: Reach and Frequency
● Online will reach 24.23% of the target weekly
● The target will see the online ads 2.2 weekly
● Campaign will reach 78.17% of the target throughout the campaign
● The target will see AWAKE ads 5.4 times during the campaign
● OOH is not measureable
Reach Frequency
Weekly Online 24.3% 2.2
Campaign 78.17% 5.4
41. Summary: Spend by Month
● Campaign will run during both winter and spring exam periods
● Budget is spread evenly between the two exam periods
● Winter exam period consists of the last week of November and first three
weeks of December
● $372,207 (12.5%) is spent in November, $1,116,620 (37.5%) in December
and $1,488,828 (50%) in April
43. Summary: Spend by Region
Region Spending % of Budget
Ontario $1,106,128 60%
British Columbia $217,720 12%
Prairies $373,687 20%
Atlantic $34,710 2%
Quebec $108,960 6%
● Budget is based off available
OOH ad space in select cities in
each region
● Ontario is main priority followed
by Prairies and BC
● Online is national and therefore
not included
44. Appendix
● COMB Winter 2016 (January) and Numeris-RTS Fall 2015
● Source: PMB 2014 Spring 2-Year Readership and Product Database
● PMB 2015 Spring - 2 YR DATABASE (DE) Kantar Media 2015
● Universities Canada. (2015). 2015 full-time and part-time fall enrolment at Canadian universities.
Available at
○ http://www.univcan.ca/universities/facts-and-stats/enrolment-by-university/
● Aisch, G., Giratikanon, T. (Aug. 27 2014). Charting the Rise of Twitch. The New York Times.
○ http://www.nytimes.com/interactive/2014/08/26/technology/charting-the-rise-of-twitch.html
● ComScore. 2016.
● Queen’s Entrepreneur Competition 2016. (2016). History - Who We Are. Available at
○ http://theqec.com/history/
45. Appendix
● Canadian Convenient Stores Assoication. 2015. Partners & Sponsors.
○ Available at http://theccsa.ca/partners?language=en
● Singh, H. (Jun 29 2015). Awake Chocolate looks through Periscope.
Strategy Magazine.
○ Available at http://strategyonline.ca/2015/06/29/awake-chocolate-looks-through-periscope/
● Queen’s Startup Summit 2016. (2016). Sponsors. Available at
○ http://startupqueens.org/sponsors.php
