1. Aldo
“Give Me ALDO” campaign
Laszczuk Andrew
Vandermaarl Brayden
Heilig Jeff
Ranjan Andrew
Date Of Submission: 10/19/2015
Quebecor, Pattison, Crucial Entertainment

2. Table Of Contents
Background
Summary of Aldo client
Media partner overview
Target description
Overview of Media Proposals
Crucial Interactive Media Overview
Pattison Media Overview
Quebecor Media Overview
Evaluation of Submissions
Crucial Interactive Submission Evaluation
Pattison Submission Evaluation
Quebecor Submission Evaluation
Recommendation / Rationale
Agency Recommendation
ROI Analysis
Additional Ideas
Leveraging Owned, Earned & Paid Media
Exhibits.

3. Background​:
CCP Advertising was commissioned by ALDO to conduct a nationwide campaign to
target fashion seekers. The objectives of the campaign are to drive brand reconsideration for
ALDO and to increase online and in-store traffic. Canadians have a neutral perception of ALDO
and this media plan would reinvent that perception. Establishing ALDO on digital platforms,
through ELLE magazine and its properties and out-of-home advertising, this campaign would
redefine ALDO as an aspirational fashion brand. The target are 18- to 34-year-old,
fashion-forward women who shop for brand name clothing. They choose what to wear to reflect
their best selves, engage with their favourite fashion bloggers daily, and fill online shopping
carts purely for fun.
The campaign will cover nationwide through Elle magazine and online websites. As well,
the campaign will utilize out-of-home to selectively target fashion seekers in major metropolitan
areas like Vancouver, Edmonton, Toronto, and Montreal. The plan will need to provide
increased impact and projected results across Canada for the critical fall months of September
1 to December 31, 2016.
Crucial Interactive, Quebecor Media and Pattison Outdoor Advertising presented several
packages to the media team for consideration. Crucial Interactive is one of Canada’s fastest
growing digital media companies. The firm has created an advertising platform called Contobox,
allowing the user to engage with a brand without leaving a webpage. Contobox delivers
cross-platform messages across desktop, mobile, and tablet devices.
Quebecor Media, as of Canada’s leading media companies, owns ELLE Canada and its
several international editions. ELLE Canada has 1.5 million readers monthly, on top of 53 million
social media impressions annually.
Pattison Outdoor is “Canada’s largest out-of-home, transit and digital display advertising
company”. Pattison has “products in nearly 200 markets coast to coast” and are represented in
“11 of Canada’s top 12 markets”. (Pattison, 2014) The company offers clients unique digital
out-of-home offerings through its Fourth Wall agency. (Pattison, 2014)
The target of this campaign are 18- to 30-year-old women. They strongly agree that they
don’t look for bargains in second-hand clothing stores (37.18%), they trust their own judgment in
picking out clothes (32.51%), they enjoy dressing up in formal attire (30.98%), and they enjoy
shopping for clothes (27%). In the target group, 53% of women who identify as “label queens”
had shopped at ALDO within the last 12 months. (PMB 2013)

4. Overview of Proposals​:
Crucial Interactive:
Crucial Interactive is offering a variety of digital ads and homepage takeovers. They are
focusing on placing digital ads in major fashion and beauty sites including a custom Contobox.
They are also offering several other programs including social media pages, blog posts and
homepage takeovers during holidays and events.
Pattison:
Pattison is offering two campaign options, Package A and Package B. Both centre
around Canada’s major markets (Toronto, Montreal, Calgary, Edmonton, Vancouver). Both
options focus on transit ads and billboards in high density areas. Package A also offers mall
posters close to ALDO locations, to draw customers to the store.
Quebecor Media:
Quebecor is offering a partnership with its largest fashion magazines, ELLE Canada and
Elle Quebec. The partnership will be focused around an ALDO takeover of the ELLE closet,
where ALDO products will be highlighted and shown during interviews and events. The
campaign will use social media posts and events to generate buzz prior to the takeover and will
use print ads, out-of-home displays and digital ads throughout the campaign.

5. Evaluations of Submissions​:
Pattison Outdoor:
Package A:
● Transit, Digital Billboards, Vertical Billboards, Mall Posters (6 Weeks)
○ Transit: TTC Door Surrounds, Streetcar Murals, Subway Door Cards
○ Mall: National Mall Digital Network
○ Digital Outdoor: Toronto; Yonge St Video Boards
○ Vertical Posters: Toronto, Calgary, Edmonton, Vancouver
○ Total Cost: $754,868 (gross)
Impact on Target:
○ Public transit ads will be effective as the target are heavy users of transit
○ Mall posters will draw the target (who loves to shop) to the nearby Aldo stores
○ Digital outdoor will reach the target in high density areas
○ Vertical posters are placed in major urban markets.
Package B:
● Transit, Digital Billboards, Horizontal Billboards (6 Weeks)
○ Transit: Toronto, Montreal, Edmonton, Calgary Kings + Streetcar/Bus Murals
○ Digital Outdoor: Toronto; Yonge St Video Boards
○ Horizontal Posters: Toronto, Calgary, Edmonton, Vancouver
○ Total Cost: $757,168 (gross)
Impact on Target:
○ Public transit ads will be effective as the target are heavy users of transit
○ Digital outdoor will reach the target in a high density area
○ Horizontal posters are placed in major urban markets
Objectives and Strategies:
● Drive brand reconsideration
○ The brand is well-known, but Canadians have a neutral perception of ALDO
shoes. We need to change the consumer's' perception. ALDO Shoes is an
aspirational brand. It's inviting, smart, dialled-in & mischievous. ALDO is a “style
authority”.
● Increase store and online traffic

6. Package A Target Impressions:
● Vertical Posters:
○ 26,268,000
● Digital Outdoor:
○ 393,000
Package B Target Impressions:
● Horizontal Posters:
○ 18,366,000
● Transit:
○ 1,7216,000
● Digital Outdoor:
○ 393,000
Package A Reach/Frequency:
● Vertical Posters:
○ Reach: 52
○ Frequency: 24.2
● Digital Outdoor:
○ Reach:14
○ Frequency: 3.4
Package B Reach/Frequency:
● Horizontal Posters:
○ Reach: 15
○ Frequency: 17.2
● Transit:
○ Reach:52
○ Frequency: 18.5
● Digital Outdoor:
○ Reach: 14
○ Frequency: 3.4
Geographic Coverage:
● Toronto
● Montreal
● Calgary
● Edmonton
● Vancouver
Timing:
● Starting September 1st, 6 weeks in total

7. Detailed Costs Package A:
● Vertical Posters
○ $327,584
● Digital Outdoor
○ $49,412
● Transit Cost
○ $377,873
Crucial Interactive:
Style Authority Package:
● Fashion & Beauty site lists: Standard Creative
● Fashion & Beauty site lists: Tandem Banner and Big Box
● Fashion & Beauty site lists: Pre-roll Video
● Fashion & Beauty site lists: Custom Contobox
● Total Cost: $78,824 (gross)
Impact on Target:
● The use of top fashion sites allows ALDO to align themselves with the fashion elite
● Maximize reach among the target as these are sites they frequent often
● Extremely targeted to effectively deliver message to engage the target
● Custom Contobox increases target engagement and extends the brand experience
without having to leave the page
Custom Opportunity:
● Fashion Ambassador Program
● Ellen’s 12 Days of Giveaways
○ Homepage Takeover
● Black Friday & Cyber Monday
● Boxing Week
○ Homepage Takeovers
● Total Cost: $100,000 (gross)
Impact on Target:
● Prime shopping times targeted to drive brand reconsideration.
● Fashion Ambassador allows for prominent bloggers to reposition ALDO as a “style
authority”
● Social media coverage to engage targets which have a heavy Twitter and Facebook
presence

8. Objectives:
● Drive brand reconsideration.
○ The brand is well-known, but Canadians have a neutral perception of ALDO
shoes. We need to change the consumers’ perception. ALDO shoes is an
aspirational brand. It’s inviting, smart, dialled-in and mischievous. ALDO is a
“style authority”.
● Increase store and online traffic.
Strategies:
● Leverage the power of digital media (Note: Print and out-of-home is also used in this
campaign.)
● Propose a minimum of two 360 personals
● Provide costs for a core program that can be expanded upon, budgets permitting
● Provide additional ideas to connect ALDO as a “style authority” in the minds of the
target, at low cost or no cost to the client
Target Impressions:
● Fashion and Beauty Sites: Standard Creative (750,000 impressions):
○ EverydayHealth.com: 18,000, RottenTomatoes.com: 18,000, SheBlogs Canada:
34,000, TMZ.com: 15,000, TooFab.com: 29,000
● Fashion and Beauty Sites: Tandem Banner and Big Box (500,000 impressions):
○ EverydayHealth.com: 12,000, RottenTomatoes.com: 12,000, SheBlogs Canada:
22,000, TMZ.com: 10,000, TooFab.com: 19,000
● Fashion and Beauty Sites: Tandem Banner and Big Box (250,000 impressions):
○ EverydayHealth.com: 6,000, RottenTomatoes.com: 6,000, SheBlogs Canada:
11,000, TMZ.com: 5,000, TooFab.com: 10,000
Reach:
● EverydayHealth.com: Reach 2.3
● RottenTomatoes.com: Reach 4.0
● SheBlogs Canada: Reach 1.8
● TMZ.com: Reach 4.9
● TooFab.com: Reach 0.8
● ESPNW: Reach 0.2
● EllenTV.com: Reach 0.8
Frequency:
● Fashion and Beauty Sites: Standard Creative (750,000 impressions):
○ EverydayHealth.com: 1.1, RottenTomatoes.com: 1.2, SheBlogs Canada: 1.4,
TMZ.com: 1.2, TooFab.com: 2.8
● Fashion and Beauty Sites: Tandem Banner and Big Box (500,000 impressions):

9. ○ EverydayHealth.com: 1.1, RottenTomatoes.com: 1.2, SheBlogs Canada: 1.2,
TMZ.com: 1.2, TooFab.com: 2.4
● Fashion and Beauty Sites: Tandem Banner and Big Box (250,000 impressions):
○ EverydayHealth.com: 1.0, RottenTomatoes.com: 1.1, SheBlogs Canada: 1.1,
TMZ.com: 1.1, TooFab.com: 2.0
Geographic coverage:
● National sites
Timing:
● September 1st - December 31st
Detailed costs:
● Fashion Sites; Standard Creative:
○ $7,059
● Fashion Sites; Tandem Banner and Big Box:
○ $7,059
● Fashion Sites; Pre-roll Video:
○ $52,941
● Fashion Sites; Custom Contobox:
○ $11,765
● Fashion Ambassador Program:
○ $35,294
● Ellen’s 12 Days of Giveaways
○ $11,765
● Black Friday & Cyber Monday
○ $29,412
● Boxing Week
○ $23,529
ELLE Canada:
E​LLE Canada & ELLE Quebec:
● ELLE Closet Takeover
○ ALDO products will be shown in the Elle Closet during ELLE interviews / events.
● Social Media
○ “Shoe of the Day” countdown, Instagram and Facebook teasers.
● OOH TSA - Static + 2 Stunts
○ Geotargeting near shopping malls and shopping areas.
○ 2 Montreal bus shelters will be made into show closets.
● Digital ELLE Canada/Quebec
● Event

10. ○ VIP ALDO event with ELLE Canada and Quebec’s editors-in-chief, use
subscriber database for invitations.
● Print ads in ELLE Canada/Quebec
● Total Cost: $691,701 (gross)
Impact on Target:
● Out-of-home TSA geotargeted near ALDO stores and along the path of the targets travel
● An event could potentially build new target reach in addition to responding to target
wanting to show the world who they are
● ELLE is an established magazine and the target are more likely to make a purchase
decisions based from style authority
● Closet takeover helps change brand perception and align ALDO as a “fashion
ambassador”
● Closet takeover shows the self-expressive benefits of ALDO products, as it portrays the
targets’ dream wardrobe.
Objectives:
● Drive brand re-consideration
○ The brand is well-known, but Canadians have a neutral perception of ALDO
Shoes. We need to change the consumers' perception. ALDO Shoes is an
aspirational brand. It's inviting, smart, dialled-in & mischievous. ALDO is a “style
authority”.
● Increase store and online traffic
Strategies:
● Leverage the power of out-of-home media. (Note: Print and Digital is also being
considered for this campaign.)
● Propose a minimum of two 360° proposals including both vertical/horizontal formats and
digital integrations
● Provide costs for a core program that can be expanded upon, budgets permitting
● Provide additional ideas to direct the target to ALDO locations and connect ALDO as a
‘style authority’ in the minds of the target, at low cost or no cost to the Client. (Locations
can be found on website)
Target Impressions:
● Print
718,000
● OOH
496,000

11. Reach/Frequency:
● Print
○ Reach: 26.25
○ Frequency: 1.65
● OOH
○ Reach: 25
○ Frequency: 3.8
Geographic Coverage:
● Montreal shelter takeovers
● ELLE Canada and ELLE Quebec together reach the national audience
● Social media is national
Timing:
● September 1st - October 13th
● November 3rd - December 13th
Detailed Costs:
● ELLE Canada Digital
○ $80,882
● ELLE Quebec Digital
○ $21,471
● ELLE Canada Print
○ $239,020
● ELLE Quebec Print
○ $35,076

12. Recommendations / Rationale:
Pattison Outdoor:
Package A​:
● Transit
● Mall posters
● Vertical Posters
● Digital Outdoor
Rationale:
Pattison’s Package A will allow ALDO to reach the target on their daily commute
and when they are shopping at the mall. Because the target are heavy users of transit
and are involved in fashion, both the transit ads and mall posters will be crucial in
captivating the target. The vertical ads will focus on major markets and will improve the
reach of the campaign.
Media Cost (gross):
$754,868

13. Crucial Interactive:
Items:
● Digital ads in Fashion and Beauty sites
● Custom Contobox in Fashion and Beauty Sites
● Fashion Ambassador Program
● Ellen’s 12 Days of Giveaways
● Black Friday and Cyber Monday Package
● Boxing Week Blowout Package
Rationale:
Crucial will allow ALDO to reach the target while they are online and at home.
Digital ads allow ALDO to effectively reach the target on the sites that they frequently
visit. The specialty programs will make the brand feel more personal. Crucial’s plan will
help alter the target’s perception of the brand and will help align ALDO as a highly
recommended fashion brand.
Media Cost (gross):
$131,176

14. ELLE Canada:
Items:
● ELLE Canada Closet takeover
● ELLE Canada/Quebec print ads
● ELLE Canada/Quebec digital ads
● Out-of-home geotargeting campaign
● Two transit shelter takeovers
● ALDO Event
● Social media posts/contest
Rationale:
ELLE is the most read fashion magazine in Canada, making it a “must” in order
to reach our fashion savvy target. Geotargeting will help bring the target to the store,
and the event will help increase awareness of the campaign. Social media will generate
buzz around the campaign and the event. The closet takeover will showcase the
products and will help to further align ALDO with the fashion elite.
Media Cost (gross):
$691,701

15. Return of Investment:
The campaign will utilize the following tools to determine the return of investment
and engagement with ALDO: use of hashtags​ ​#GiveMeALDO and #ALDOClosetClean.
Measures:
Facebook likes, Twitter Tweets, Instagram likes and shares, CONTO BOX CTR,
clickthroughs, increases in wishlists, Viewa app, NFC/QR codes scans, readership
CPM, post-event impressions. Visits to in-store and online, visits to ELLE closet,
blogger impressions, geotargeting notifications, sales
Cost Estimate:
Give Me ALDO Closet Clean will take place in two of the most popular malls located in
each major city in Vancouver, Edmonton, Toronto, and Montreal.
Timing:
September 1 to November 30.
Detailed Costs:
● 4 Apple iPad mini 4 16GB in each mall $439.99 each (Best Buy)
○ $15,910
● Monthly random social media prize winnings of $300 and 2 $100 value
○ $12,000
● Trinity Set & Stage redesign 8 stores to look like closets (Trinity)
○ $40,000
● Final Grand Prize based on random purchase for a closet makeover
○ $10,000
Media Cost (Gross)
$91,659
Additional Ideas​:

16. 1) The Give Me ALDO Closet Clean
The Give Me ALDO Closet Clean is an event that takes place in select stores in
major cities nationwide. It will run parallel with the ELLE Canada Closet, allowing “style
seekers” to enter a store set up as a closet. There the consumer can try on their
favourite outfits and then upload selfies and pictures using a social media hashtag to
Instagram, Snapchat, Facebook and Twitter for a chance to win their dream outfits.
2) Give Me ALDO Fashion Show
This event will be held in major shopping centres and will have ALDO models
showcasing seasonal clothing. The event will allow the public to participate in the event
by choosing from a wide selection of ALDO products to create their own style and walk
the runway. Then upload that to the ALDO Facebook page to gain the most likes for the
best new style and win $500 towards future ALDO purchases.
3) Give me ALDO Red Carpet
The event will take place in stores across Canada. Change rooms will feature a
red carpet walkway leading outside, where the shoppers will be able to strut their
favourite ensemble. Photographers will be on location taking pictures for the customers
which will be uploaded to the ALDO Facebook page. Draws will be held for an ALDO
red carpet event party hosted by ALDO for the winner and five friends.
Final Summary and Costs​:
Item Cost (Gross) Cost (Net)
Pattison Package A $754,868 $641,638
Crucial Proposal $131,176 $111,500
Elle Canada Proposal $691,701 $587,946
Additional Ideas $91,659 $77,910

17. Total $1,672,404 $1,418,994
Budget $1,680,000 $1,428,000
Remaining $7,596 $9,006

18. Exhibits​:
ALDO Campaign Objectives
● Drive brand re-consideration.
● Increase store traffic.
● Increase online traffic.
Preferred Media Partners
1. Pattison Outdoor: Pattison is One of Canada's leading OOH agencies and have a large
variety of displays in all major markets in Canada.
2. Crucial Interactive: Crucial Interactive is one of Canada’s fastest growing digital media
companies and offer unique interactive advertising in many high traffic sites.
3. Elle Canada: Elle is Canada’s leading fashion and beauty magazine with a large
readership nationwide, giving it excellent coverage of major markets.
Next Steps
● Estimated Start date:
September 1st, 2015
● Approval Required by:
August 4, 2015

19. Sources​:
Pattison Outdoor. “Company Information”. October 2015.
http://www.pattisonoutdoor.com/company-information/
Pattison Outdoor Media Package. October 2015.
Crucial Interactive Media Package. October 2015.
Quebecor Media ELLE Media Package. October 2015.
Trinity Set & Stage Ltd. “Services - What We Do.” October 2015.
http://www.trinityset.co.uk/services/
Best Buy Canada. “Apple iPad mini 4 16GB With Wi-Fi - Silver”. October 2015.
http://www.bestbuy.ca/en-CA/product/apple-apple-ipad-mini-4-16gb-with-wi-fi-silver-mk6k2cl-a/1
0389492.aspx?path=cb26358b58d9b17fec2900095e0768f2en02