This document outlines an integrated marketing campaign for AWAKE Chocolate, a new caffeinated chocolate product targeting college students. The campaign will use transit, campus, and online advertising along with social media and experiential events to build awareness and trial among students aged 18-34. The key objectives are to reach 24% of college students with an average frequency of 2.2 times, and generate over 39 million online impressions during exam periods in December and April. The centerpiece will be "Take a Break, Stay AWAKE" events on campuses offering fun 20-minute study break activities and product samples. The total budget is $500,000 focused on major universities in Ontario, the Prairies, and British Columbia

1. IMC Presentation
Jeff Heilig
Brayden Vandermaarl
Stefan Barsony
Abhijith AS

2. Agenda
● Brand Implications
● Target Analysis
● Marketing Communication Objectives
● Campaign Strategies
● Message Delivery
● Campaign Execution Tactics
● Timing
● Budget
● Measurables

3. Statement of the Problem
AWARENESS
Brand Identity
New to
Market

4. Market / Brand
Analysis

5. Market Implications
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6. Brand Implications
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7. Competitive Implications
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8. Energy Drinks as Competition
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9. Target Analysis

10. Target Audience
Adults 18-34
HHI $100,000+
53.3% Female
46.7% Male

11. “I think it's the sharing moment. You
know, college students have to be price
conscious.”

12. Consumer Insights
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13. Campaign
Message Design

14. Core Brand Value
Taste
Quality
Energy

15. Positioning Statement
AWAKE Chocolate is the one chocolate bar that
offers a quick and tasty caffeine boost in the
form of a high quality chocolate bar, unlike Red
Bull or Monster that are energy drinks.

16. Key Benefit
AWAKE Chocolate is a caffeinated chocolate that
tastes like a delicious, ordinary chocolate, while
giving the same effects as a cup of coffee or an
energy drink.

17. Campaign Tone and Personality
● Fun, witty, irreverent and relatable
● Shows a solid understanding of
college life
● Utilize AWAKE colours and
packaging

18. Appeal Strategies
● Rational Thinking:
○ 20 minute activities
provide energy boost
● Bandwagon:
○ Students will be curious
about event from friends

19. Main Campaign Theme
● Highlight Product benefits during Exam Time
● Focus on taking 20 minute study breaks
● Show a variety of fun activities that can be done
● Shows an understanding of college life
● Use brand colours and packaging

20. Net Consumer Impression
● Students should have fun
● Feel active
● Positive image of AWAKE Chocolate
● Build product awareness
○ AWAKE branding to grab attention

21. IMC Strategies
Advertising:
● Online: Facebook, Blogspot, Amazon, MSN, ABC News, Yahoo
○ Hit target market at night when they’re receptive
● OOH: Transit exterior posters, transit shelter posters, campus posters
○ 38% of college students commute to school
Interactive:
● Social Media: Facebook, Twitter
○ Speak to college students directly and get feedback
○ How do you stay AWAKE? Contest

22. IMC Strategies
● Experiential
○ Take a Break and Stay Awake Event
■ Gives students an opportunity to take a
study break and get energized for studying
■ Product sampling allows the target to trial the
product while they are likely to use the
product

23. Campaign Message
Delivery

24. Media Objectives
Reach 24.23%
Frequency 2.2
4.2 million weekly impressions
39.2 million Total impressions
25 Daily GRPs

25. Media Objectives
● 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 during the exam months of December and April
● With Out Of Home advertising reach 25 daily GRPs in heavy transit regions in
Halifax, Ottawa, Toronto, Winnipeg, Calgary, and Edmonton during the exam
months of December and April.

26. Flight Schedule
● Schedule 1
○ November - 1 week
○ December - 3 weeks
● Schedule 2
○ April - 4 weeks
● Focus on Exam times
● Social Media promotion runs throughout
the campaign
Seasonality

27. Campaign
Execution

29. Take a Break Stay AWAKE Event
● AWAKE college tour during exam times with a focus on 20 minute study
breaks
● Set up a variety of branded activities that can be done in 20 minutes or less
at college campuses
● Samples will be given out throughout

30. Take a Break Stay AWAKE Event

31. Social Media
● Social media coverage will be utilized during the events and in between exam
times (November - April)
● Keeps the target interested in AWAKE
● Uses the event theme - give students more study break ideas and receive
feedback
● Enforce brand identity (fun, witty)

32. OOH
25 Daily GRPs
50 Daily GRPs
31-320 Faces

33. Online
300x250 700,000 Weekly Impressions
700,000 Weekly Impressions
15-30 second Pre:Roll

34. Additional Opportunities

35. Why will the target care?
● AWAKE is the perfect energy boost for late night studying
● The event will give the students
○ a fun study break
○ energize them to continue studies
● AWAKE is sold at most campus stores and is easily available to students
● AWAKE understands the stress and difficulty of exam times and wants to
help students get through their finals

36. Campaign Timing

37. Campaign Timing

38. ● Text goes here

39. Campaign Budget
Budget: $500,000
University of BC:
$125,000
University of
Calgary: $125,000
University of
Toronto: $125,000
York University:
$125,000
Nov/Dec: $55,000
April: $70,000
Nov/Dec: $62,500
April: $62,500
Nov/Dec: $55,000
April: $70,000
Nov/Dec: $55,000
April: $70,000
SUV, Campus Spaces, Alarm Clock Production, Film crew, Event Staff, Event Materials,
X 2 times (Two schedules)

40. Campaign Budget
● Regional priorities for the Brand
○ Ontario
○ Prairies
○ British Columbia
● Top universities
● Reach the target market
● Priority based on size of the colleges
○ Campus size
○ Student population

41. Campaign Measurement
● Students participating in event
● Social media impressions via AWAKE account interaction and hashtags
● Online ads served
● Promotional items and product samples given out

42. Summary
● Campaign will use Transit ads, Campus ads, Online ads and social media to
ensure maximum reach throughout the campaign
● The campaign and event will run in late November, December and April with
social media coverage in between
● The focus will be on top Canadian Colleges/Universities across the country
● The event activities will give students the much needed chance to take a
break and stay awake
● The event will cost a total of $500,000

43. Creative Concepts

44. Creative Concept - Promotion
● Event logo to be used in advertising
and event branding
● Features AWAKE colours, product
and Nevil

45. Event Branding

46. Campus Network Posters
● NewAd Campus Classics
● Found in campuses across Canada
● Promote product and event
● Links to social media and event website

47. Transit King Posters

48. Online Ads

49. Facebook
● Weekly posts involving the brand and Event
● Highlight potential study activities for
students to stay awake and energized
● Allows AWAKE to gain consumer
responses and insights

50. Twitter
● Weekly posts involving the brand and Event
● Highlight potential study activities for
students to stay awake and energized
● Utilize a hashtag to further spread the word
of the event and brand

51. Thank you!