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ParticipAction - Advertising campaign overview


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ParticipAction - Advertising campaign overview

  1. 1. Advertising Campaign Overview Marc Etheve Anthony Gresset Aurore Pak Paul Raffier Clementine Renaud Wael Sinno
  2. 2. Our Role
  3. 3. Provincial Level <ul><li>Secondary Schools and Cegeps </li></ul><ul><ul><li>Grade 7 -11: 478,300 students in secondary schools </li></ul></ul><ul><ul><li>157,750 students in Cegep </li></ul></ul><ul><li>In other words, we are focusing on 636,050 teenagers aged 13-19 in Quebec. </li></ul>
  4. 4. Objectives <ul><li>Communication objective: to create awareness for parents </li></ul><ul><li>Advertising Objectives: </li></ul><ul><ul><li>Focus on sports as a fun game and belonging factor (social need) </li></ul></ul><ul><ul><li>Use internet as major mean of communication </li></ul></ul><ul><ul><li>Buzz marketing </li></ul></ul><ul><ul><li>Use humour and fear as a trigger factor </li></ul></ul>
  5. 5. Media Strategy <ul><li>Setting achievable and measurable goals through the DAGMAR method </li></ul><ul><li>increase customer’s awareness of ParticipACTION </li></ul><ul><li>develop the understanding that physical activity is important </li></ul><ul><li>influence our target to start physical activity </li></ul><ul><li>get the target involved in physical activities </li></ul><ul><li>Campaign objectives : </li></ul><ul><li>to reach 90-95% of our target </li></ul><ul><li>have 85-90% remember our message </li></ul><ul><li>influence 80% of Quebecor’s </li></ul><ul><li>get 65-70% active </li></ul>
  6. 6. Play Your Game
  7. 7. Central Theme <ul><li>“ Play Your Game - Make Your Rules” </li></ul><ul><ul><li>A challenge, a contest </li></ul></ul><ul><li>Concept: Create a game that is new and fun </li></ul>
  8. 8. Campaign Development <ul><li>Website launch: </li></ul><ul><li>Full year campaign (12 months) </li></ul><ul><li>Start in August: mid/end summer with FUN </li></ul><ul><li>Link to </li></ul><ul><li>Run of the challenge: September to May </li></ul><ul><li>Submit your videos/rules </li></ul>
  9. 9. Challenge Results <ul><li>Results: 2 weeks in June-July </li></ul><ul><li>Realisation in August </li></ul><ul><li>Your game played by Canadian professional (Steve Nash, …) </li></ul>
  10. 10. Blocking Chart
  11. 11. Billboards/Metro
  12. 12. Billboards/Metro
  13. 13. Print Media <ul><li>PartcicpACTION flyers: </li></ul><ul><li>Create brand awareness </li></ul><ul><li>Strategic places: school areas </li></ul><ul><li>Our selected target audience: mothers and young ladies </li></ul><ul><li>Particular attention during the pre-school period </li></ul><ul><li>Involvement regarding health/weight issues and children's education </li></ul><ul><li>Elle Québec website </li></ul>
  14. 14. Print Media
  15. 15. Broadcast Media <ul><li>Radio: </li></ul><ul><ul><li>CBV-FM (Radio-Canada) + CITF-FM (Rock-Détente) = 30% of the Quebec market </li></ul></ul><ul><ul><li>reaches 60% of our parents segment </li></ul></ul><ul><ul><li>2 types of scripts : end-of-summer/pre-school period and application period </li></ul></ul><ul><ul><li>strategic time slots: 6:00am-9:00am and 5:00pm-7:00pm </li></ul></ul><ul><ul><li>potential reach to the teens </li></ul></ul>
  16. 16. Television <ul><li>Two different TV commercials presenting and promoting the contest </li></ul><ul><li>15 seconds format </li></ul><ul><li>The 1 st TV commercial: concise, arouses curiosity and leads people to . </li></ul><ul><li>The 2nd TV commercial: more creative and clearer idea of the contest. </li></ul><ul><li>Billingual </li></ul>
  17. 17. Story Board
  18. 18. Story Board
  19. 19. Coca-Cola Products <ul><li>Benefit from the partnership and from the awareness towards the brand </li></ul><ul><li>Advertising about the contest through bottle cans </li></ul><ul><li>Easier to implement a local promotion of the campaign </li></ul>
  20. 20. Internet <ul><li>Official website of the campaign : </li></ul><ul><li> </li></ul><ul><li>Involvement to change center of interest of our target market </li></ul><ul><li>Advertising on two major Canadian websites dedicated to videogames: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  21. 21. Internet <ul><li>Presence in the main social networks : </li></ul><ul><ul><li>Youtube, Dailymotion, Facebook and Flickr </li></ul></ul><ul><li>These socials media websites act as online “word to mouth”. </li></ul><ul><li>Create a “Buzz Marketing” </li></ul>
  22. 22. Advertising Budget   Size Duration Frequency CPM Total Price Print media           Elle 1/2 Color page 5 months 9   109 800$ Newspaper 1/2 Color page 2 months 4   20 456$ Flyers   6 months     0$           130 256$ TV Commercials           VRAK TV 15 sec 6 months   $27,12   Teletoon English 15 sec 6 months   $38,19   Musique Plus 15 sec 6 months   $113,36             1 135 498$ Ad on radio combined with daily newspaper           CBV-FM 15 sec 6 months 200 $29.12   CITF-FM 15 sec 6 months 200 $29.12             124 320$ Out-of-home media           billboards/transit media   6 months     800 000$             Website    12 months     4 000$ Facebook   12 months     0$ 2 194 074$
  23. 23. Pre-Testing <ul><li>We decided to pre-test our campaign on finished ads. </li></ul><ul><li>More convenient for us: </li></ul><ul><li>- do the ad and if something is wrong we can still change some elements </li></ul><ul><li>- provide better information: more accurate and reliable because on the actual ad. </li></ul><ul><li>Time: </li></ul><ul><li>It would be a month before launching the final version of our ad to have enough time to make changes if needed </li></ul>
  24. 24. Techniques (Pre-Testing) <ul><li>Print messages : Portfolio test </li></ul><ul><li>Choose a group of respondents in our target audience that will be asked about what they recall after seeing the ad. </li></ul><ul><li>The ad with the highest recall is the most efficient </li></ul><ul><li>Advantages: </li></ul><ul><li>Useful for repartition </li></ul><ul><li>Can compare directly on different elements (sales message, visual elements) </li></ul><ul><li>control </li></ul>
  25. 25. Techniques (Pre-Testing) <ul><li>Broadcast media: theatre test </li></ul><ul><li>Consists of selecting random participants (300persons)to view pilots of TV programs in which are put ads. </li></ul><ul><li>They are given a questionnaire </li></ul><ul><li>Advantages: </li></ul><ul><li>Know the consumer better because of the amount of information asked </li></ul><ul><li>Less biased </li></ul><ul><li>Establishes norms: easier to compare </li></ul>
  26. 26. Techniques (Post-Testing) <ul><li>It will be done at the end of the campaign: august </li></ul><ul><li>Aim: see if we actually succeeded in making our target audience more aware of the issue about physical inactivity and if we changed behaviours. </li></ul>
  27. 27. Techniques (Post-Testing) <ul><li>Print media : recognition method </li></ul><ul><li>To assess the impact of an ad over time. Te determines the recognition of our print ads and compare them with others in the same category. </li></ul><ul><li>Advantages: </li></ul><ul><li>Judge specific aspects of the ad </li></ul><ul><li>Scoring methods are really precise and give researchers a lot of information </li></ul>
  28. 28. Techniques (Post-Testing) <ul><li>Broadcast media: test marketing method </li></ul><ul><li>Consists of testing our ad before going nationally. It takes into consideration several factors. </li></ul><ul><li>Advantages: </li></ul><ul><li>Realism, because it reduces the testing effects </li></ul><ul><li>But still control of the researchers over the test. </li></ul>
  29. 29. Thank You For Your Attention