boost your snooze, sleep country canada 2011 advertising thesis
DESCRIPTION
Research booklet for Sleep Country Canada.TRANSCRIPT
“We live in a World where sleep is devalued and viewed as a luxury”
Patricia Morrisroe
SLEEP COUNTRYCANADA
ADVERTISING THESIS 4K02 - RESEARCH
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SITUATION BACKGROUND .........................................................
RESEARCH ....................................................................................
INSIGHTS ......................................................................................
CAMPAIGN STRATEGY .................................................................
EXECUTIVE SUMMARY ................................................................ p.4
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4. THE AUTHOR
3. THE MARKET
2. THE OPPORTUNITY
1. OVERVIEW
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COMMUNICATIONS BRIEF ..........................................................
MARKETING .................................................................................
MIX MEDIA PLAN .........................................................................
BRAND ESSENCE .........................................................................
WORDS FROM A SLEEP DEPRIVED .............................................
MY THESIS JOURNEY ...................................................................
SPECIAL THANKS .........................................................................
CONTACT INFO ............................................................................
1. OVERVIEW
EXECUTIVE SUMMARY p.4•
So, what’s going on here?
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.
1. OVERVIEWEXECUTIVE SUMMARY
What’s happening now.
People are not getting enough sleep.
Students are not getting enough sleep.
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
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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
2. THE OPPORTUNITY
SITUATION BACKGROUND
RESEARCH
INSIGHTS
CAMPAIGN STRATEGY
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Sleep Country Canada
Is a major mattress retailer in Canada, with 148 stores operating in British Columbia, Alberta, Sas-katchewan, Manitoba and Ontario.
Although they are a well-established company, they have very low brand awareness.
Sleep Country’s current advertising is restrained and demotivating.
People have heard of its name, but are not at all encouraged to frequent the store.
Their focus on only mattresses is too confining and does not attract those who aren’t specifically looking. Its audience are baby boomers, graduates and working professionals with a steady income. The growing “Generation Y” audience (referred to those who were born somewhere between mid-1970s and early 2000s) are overlooked and neglected by Sleep Country’s current positioning and strategy.
The current tone and manner does not connect with this younger generation.
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Their problem?
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2. THE OPPORTUNITYSITUATION BACKGROUND
As a result,
Sleep Country loses this audience to competitors such as Leon’s, The Brick, Sears Home and IKEA.
Sleep is important, no matter which demographic you belong to. It is a vital element that ensures the learning process to be successful and efficient.
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MARKETING CHALLENGETo increase the flow of a younger crowd throughout Sleep Country Canada’s stores.
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The next step...
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BUSINESS OPPORTUNITY
TARGET MARKET
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.
To all students attending post-secondary institutions
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This book was an eye-opener. It provided in-depth insights on the culture of sleep from the point of view of an insomniac. Exploring also the contradic-tory trends that promote wakefulness vs. the selling of sleep. Thus, proving the fact of how the idea of sleep has been highly distorted and exploited during these past decades.
1) BOOK: ‘WIDE AWAKE’ BY PATRICIA MORRISROE
2) ONLINE FORUMS AND INFORMATION ON SLEEP
It helped me understand the cultural notion of sleep, people’s conversations about it and general information related to sleep (everything from diseases to different kinds of treatments)
2. THE OPPORTUNITYRESEARCH
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A series of questions were built into two online surveys and sent to high school and university students. By doing so, general data on students’ sleeping habits, perception of sleep and as well as their level of awareness of Sleep Country were collected.
3) ONLINE SURVEYS, ONE-ON-ONE INTERVIEWS
Aside from that, one-on-one interviews were also conducted. These allowed me to develop a deeper understanding of my us-ers lifestyle, their cultural background and their set of priorities. Such information led to the discernment of why sleep is often neglected and left out of students’ priorities list.
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ONLINE SURVEY - Participants: 44 - Occupation: Highschool / University students
ONLINE SURVEY - Participants: 21- To sleep or not to? (Sleeping perception)
A very touching and revealing testimony from a friend who has been suffering from insomnia for several years. Learnt about the progress of doing things that seemed harmless at first – browsing online, watching shows late at night and chatting – that developed into a painful sleeping disorder later.
4) TESTIMONY FROM A PERSON SUFFERING FROM INSOMNIA
5) STUDY USING SLEEPING CYCLE APPLICATION
“Sleeping Cycle” is an iphone application that records one’s sleeping pattern. It analyzes your movements throughout the night and determines the different stages of sleep you go through during one sleep cycle.
The purpose was to see how sleep is affected by what we deal with throughout the day –both participants being university students in different years– and to get a better glimpse of their sleeping habits. They wrote down a brief summary of their day before going to bed; which mainly consisted of the highlight of their day and current mood. They would later proceed to activate the application before going to sleep. When they woke up, they would write down im-mediately how they were feeling (i.e. rested, groggy, grumpy). The study lasted for two weeks.
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EXAMPLE SLEEP CYCLE APP
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EXAMPLE OF SLEEPING CYCLE STUDY
SLEEP CYCLE: A STUDY OF A UNIVERSITY STUDENT’S SLEEPING PATTERN
PROFILE
Gender: MaleAge: 23 Occupation: Student - Design - Graphic DesignYear: 4th (Last)Course Load: 05 Fall / 05 WinterPart time employee: Apple StoreHours per week: 22-24hrs
Went to bed / woke up: 1:33 AM / 8:33 AMTotal time: 6h 59m
Highlight of the day: Work
Sleep statistics for 14 - 15 Oct (Fri).
Woke up feeling groggy
Went to bed / woke up: 12:07 AM / 8:10 AMTotal time: 8h 02m
Highlight of the day: WorkHrs: 8 hrs shift
Sleep statistics for 15 - 16 Oct (Sat).
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SLEEP CYCLE: A STUDY OF A UNIVERSITY STUDENT’S SLEEPING PATTERN
“Woke up some what groggy”
Went to bed / woke up: 12:38 AM / 8:27 AMTotal time: 7h 49m
Highlight of the day: Work
Sleep statistics for 16 - 17 Oct (Sun).
Sleep: 3 hrs approximately, up studyingFelt like ‘shit’ all day
Highlight of the day: Work + late night studying for exam.
Sleep statistics for 18-19 Oct (Tues)
Went to bed / woke up: 12:10 AM / 8:15 AMTotal time: 8h 04m
Highlight of the day: Class
Sleep statistics for 17- 18 Oct (Mon).
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6) ONLINE REVIEWS OF SLEEP COUNTRY CANADA
Reviews are the best way to see customers’ satisfaction and per-ception of a product and brand. It helped me get a general idea of where Sleep Country Canada stands among their category and how they’re received by the public... Let’s just say they didn’t seem to be very popular.
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7) SWOT ANALYSIS OF COMPANY
To discover and explore the strengths, weaknesses and opportunities of the company. Looked into the areas for future expansion and numeral solutions for current issues.
STRENGTHS
OPPORTUNITIES THREATS
WEAKNESSES
Specialized in one thing: SLEEP
Free home delivery
Take care of your old mattress
Comfort Guarantee (2 months)
Well known and established
Canadian brand
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To Position Sleep Country’s
mattresses as the key holder of
energy, a recharge source.
Enhance its one thing: sleep. To
increase reliability.
Warranty (a safe backup)
Bad customer service (reviews)
Information handling (unclear, lacking)
A feature that will allow you to compare
prices, check updates would be handy.
Individual small branch locations
Advertising: Jingle famous but not brand
identity nor personality
Brand tone: Too serious, boring, empty.
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Current perception of sleep for students: un-
necessary, waste of time. Target audience is
more likely to invest in something else.
Competitions sell more than just mattresses
and attract more users (IKEA,Sears)
Cultural trend of staying awake as a sign of
strength and “machoness”
Distractions everywhere keeping people
awake: 24hrs venues, caffeine, internet.
8) DREAM INTERPRETATION BOOK BY LIZA TENZIN-DOLMA
9) PERSONAL SLEEPING JOURNAL
A fascinating thing about sleeping is dreaming, a mysterious yet exciting way in which our subconscious reveals itself. Looked into the function of dreams, how they are manifested and how people react to them.
A self-analysis of my own sleeping pattern; what keeps me awake at night, the comfort of my bed, my biological clock, how I wake up, how I feel and my performance throughout the day.
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THE 4 C’S
THE CULTURE OF SLEEP
THE CATEGORY
FINDING: The more you sleep, the less you do.
Therefore, you don’t have control of your life, you’re just letting everything slide by.
FINDING: Instead of targeting the true cause of people’s sleep-less nights, the market is subliminally sugarcoating it by creating other striking problems for which they happen to have an enlightening solution for.
CONCLUSION: Sleeping is perceived as a sign of laziness and weakness.
CONCLUSION: They’re providing temporary solutions instead of get-ting to the root of the issue.
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2. THE OPPORTUNITYINSIGHTS: FINDINGS & CONCLUSIONS
THE BRAND - SLEEP COUNTRY
FINDING: Sleep Country has a huge selection of brands and types of mattresses along with their sleep expertise staff. The mattress you sleep on has to be one that suits you specifically (because we are all different, our sleeping patterns are different, our lifestyles are differ-ent).
CONCLUSION: We know that providing a good night’s sleep will lead to a good day ahead.
THE CONSUMERS
FINDING: “When I don’t sleep enough I can’t focus on anything. I feel unmotivated, drowsy and unproductive (which usually comes with frustration and helplessness).”
CONCLUSION: Lack of sleep leads to unproductivity.
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Waking up feeling rested and recharged is something everyone aims for. It’s the secret ingredient for a good head start in your days. When you’re feeling energized, you’ll be able to fulfill more tasks successfully (with less struggle) and you’ll be more likely to enjoy them.
Sleep Country’s mattresses hold the key for a more productive you.
Positioning Sleep Country Canada’s Mattresses as the source where you’ll recharge to wake up revitalized and get your life back on track with-out missing out, allowing you to do everything you want and need to do.
NOW WHAT? THE STRATEGY
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2. THE OPPORTUNITYCAMPAIGN STRATEGY
WHICH LEADS TO THIS KEY INSIGHT
To the hardworking and restless university students who need to stay energized to make the best out of their days.
Sleep Country Canada is the mattress company that puts quality in your sleep so you can wake up to a more productive you.
Because we have the mattress that matches your needs, for the revitalizing sleep that will get you back on track and keep you going all day.
POSITIONING STATEMENT
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3. THE MARKET3. THE MARKET
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COMMUNICATIONS BRIEF
MARKETING
MIX MEDIA PLAN
BRAND ESSENCE
3. THE MARKETCOMMUNICATIONS BRIEF
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What our target believes now
What our target does now
Main Message
Why should they believe in us?
What we want our target to believe
What we want our target to do
“Sleep is an unnecessary and unworthy investment. I’d rather get a cheap mattress from IKEA or Sears”.
They’re sleep deprived and as a result, they’re moody, always tired and uselessly struggling to get things done.
Sleep Country Canada will bring quality to your sleep. By getting the most out of your sleep, you’ll make the most out of your day.
Sleep Country Canada Offers different mattresses for every lifestyleMattresses adapt to youA sleep expertise staff in every store to help you find your perfect match
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“It’s not a matter of how much I sleep, but the quality of it that will give me the energy I need to carry out my tasks throughout the day “.
To go to Sleep Country Canada and find the mattress that suits them the best.
CLIENT:Sleep Country Canada
NOW
IN THE FUTURE
PRODUCT:Mattresses and sleep products
TARGET AUDIENCE:Post-secondary students
TONE AND MANNER:Modestly outspoken, carefree and energetic
PRODUCT
Sleep Country Canada’s main focus is sleep. It believes the essential element for a good night sleep is the perfect mattress. By understanding that each person is unique and so are their sleeping patterns and needs. Sleep Country stores sell only mattresses, box springs and a couple of bedding accessories.
The issue is that people don’t necessarily go shopping just for mattresses. So, in order to enhance the product, special features and add-on materials will be available to create the perfect bed. Such features serve to appeal mainly to students and their habits. They don’t just use their bed for sleeping, they also spend time reading, browsing the internet, eating and studying on it.
Add-on features will include a fold in table, speakerphones, mobile charger and more elements that could be incorporated in bed with the purchase of mattress.
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3. THE MARKETMARKETING MIX
THE 4 P’S
PRICE
PLACE
Mattresses vary across a wide range of prices. They start from the cheapest at one hundred dollar to the outrageous thousands.
Since the primary audience is students, the price must be affordable and reasonable. Exclusive discounts and deals will be offered.
Sleep Country has stores spread across different parts of Toronto. It is a carrier for many mattress brands from around the world. So the point of purchase are exclusively in its stores only.
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PROMOTION
STEP ONE: INTRODUCTION TO TOPIC OF SLEEPAdvertising will start with teasers to bring sleep into the public’s awareness. Ads will be placed around Toronto in high student-circulated areas.
STEP TWO: INTRODUCING SLEEP COUNTRYAND “BOOST YOUR SNOOZETM” CAMPAIGN“Sleep Country” will be revealed in the ads. Its new logo and positioning will be introduced along with the interuniversity challenge “Booze your snooze”
STEP THREE: BRAND AWARENESS AND ASSOCIATION TO SLEEPA variety of ads including billboards, online banners, internet microsite, mobile apps and guerilla will be used to promote the importance of sleep and the company’s relation to it.
STEP FOUR: ACTIONExclusive offers and discounts just for post-secondary students. Coupons, discount codes found through internet games, coffee slips, tear-off coupons in public spaces and more. Additionally, incorporating add-on features in making the perfect bed.
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The main stream to reach the target audience is through technology and social media. This is a huge aspect, considering it blossomed from this genera-tion’s needs. They include: mobile apps, the internet and TV.
High student-frequented areas: shopping centres, movie theatres, public transit, cafés and libraries.
Campaign will start in Ontario and later extend to the provinces where Sleep Country Canada has branches.
One of the main objectives is to create brand aware-ness for Sleep Country, so by using traditional media such as billboard and guerilla advertising across the city, consumers will be exposed to it.
Social media is a huge developing stream. It’s be-come the core connection for most students. Group projects are being hold online, story telling and self expression are also key elements. This media is looking to speak and communicate through the ways that students do.
THE 3 R’S
REACH
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REASONS
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3. THE MARKETMEDIA PLAN
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FUNCTIONAL – NON-FUNCTIONAL
8 BRAND EQUITIES
PERFORMANCE
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SOCIAL
RATIONAL
EMOTIONALPHYSICAL
INTUITIVE
Sleep Country’s mattresses restore your energy.So you will be more efficient and productive and increase your overall performance.
By getting the rest you need, you’ll be able to do more.Giving you a sense of fulfillment and motivation to reach goals.
Sleep is a necessity, a natural habit. Everybody sleeps but there’s a clear distinction between quality and quantity sleep. Recharge with quality and long lasting energy.
You get a whole different and fresher perspective of things when you’re rested. Get a sleep boost from sleep country and you’ll wake up with a mood boost.
We are all different; our needs are different as well. Find your perfect complement with Sleep Country so you can make the best out of your sleep. No more back or any kind of pain. Make each day a new day for your body, literally.
A retreat getaway…at home. What better than immersing into your perfect paradise each night? Sleep Country will help you create the bed meant for you. With the perfect pillow height, the ideal pressure in your mattress, the dreamy smoothness of your sheets…
Sleep Country is sleep. Sleep is energy. Energy is life.If you’ve got energy, you’ll make anything happen.
There’s a difference between being here and being present. One is a passive state while the other involves an active engagement of the senses. In order to enjoy life, you must interact with it.Stop missing out; restore your energy and keep yourself connected.
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SPIRITUAL
SENSATE
TOP 3 BRAND EQUITIES
1. Performance
2. Spiritual
3. Social
PRODUCTIVITY
POSSIBILITY
Enhance performance
Increase endurance
More energy throughout the day
Rise in efficiency
PRESENCE
Energy to fulfil daily tasks
Motivation to excel
Positive approach to life
To be present and live every moment
To actively engage and interact
Stop missing out, be connected
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SENSATE
4. THE AUTHOR
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WORDS FROM A SLEEP DEPRIVED
MY THESIS JOURNEY
SPECIAL THANKS
CONTACT INFO
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I would be lying if I were to say there isn’t even a hint of irony behind this project. I’ve never been a huge fan of sleeping to start with. That’s right, I was one of those kids who would cry and make a routine fuss every time their parents try to put them to bed. Perhaps this entire campaign was to convince myself that sleeping is indeed necessary...
I was born and raised in Lima, Peru. I speak English, Cantonese and Spanish. I also mix and occasionally make words up –spe-cially when I don’t get enough sleep. A passionate baker by heart, I also enjoy experimenting with photography and spend my days walking around and exploring new places.
Born with an insatiable thirst to wander around the world, I landed in Toronto after graduating from high school in 2007 for a degree in Advertising Design. Contrary to what many people think, I believe I can use advertising as a meaningful media to make a positive change in the world. Inspired by campaigns from Amnesty International and UNICEF, I know anyone can make a difference when given the tools and courage to do so.
Now, four years later: after countless all-nighters, with over 400 cups of coffee and tea, more than 900 hours of commute, a couple of panic attacks along with some tears and cursing... A new journey begins.
And I couldn’t be more grateful. For every single person who’s made this experience worthwhile and nurturing–every profes-sor who kindly shared their knowledge and dared to push my limits, every friend I met along the way and every sincere smile that reminded me that I’m not alone–Thank you, thank you!!!
SLEEP-DEPRIVED
ABOUT THE
AUTHOR BEHIND THIS CAMPAIGN
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The mere mentioning of the word “thesis” inflicts an im-mediate cringe, flashback of panic attacks, agonizing all-nighters along with a lot of tears and hair pulling scenarios. But on top of all, it has been a remarkable, challenging and bittersweet journey that I profoundly treasure.
It all ties into the “One Thing”, a term I first heard of two years ago from a dear instructor. What am I trying to do? More important, why am I doing it? Why did I get into advertising in the first place? Thesis, as I saw it, was a test to my passions, forcing me to look back, gather what I’ve learned these past four years and apply it to a project. At the beginning, I couldn’t set my mind on a subject I was passionate enough, tending to fall on the safe side. Well of course, who would possibly want to fail? It was our chance to shine and show what we’re capable of. I tripped, I stumbled, I got lost, doubted my career choice, questioned my ambitions and was tempted multiple times to runaway and start from scratch with a new identity. But at the end, I was lucky enough to find that spark which drove me to this curious world of advertising, exactly four years ago. It’s cheesy but I’m here to change the World. I don’t care what people say. Advertising can be fun, it’s not just about the digits, business and consumerism. It can also de caring, nurturing and informing. It can make a difference, stir posi-tive changes, create awareness and bring people together.
I’m fortunate enough to say that I’m happy and deeply grateful because I’ve devoted four years into a passion that is still shining through this day. At the end of the day, it’s the “One Thing” that makes it all worthwhile.
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And of course this journey wouldn’t be possible without the unconditional support of:
Ann and Martin for helping us out in Thesis Preparation last year.
Raymond Ludwin, whose guidance and enthusiasm helped me sort my ideas out.
Ian Mirlin whose constant care and inspiring lectures (One Thing) kept me from going insane. Thank you so much for being patient, for believing in me and for teaching advertising through a different perspective.
Tony Kerr for baring with my madness and successive blocks. Thank you for pushing my limits and of course, for looking after me.
Christie and Caitlin for helping me put this book together.
All the thesis instructors and guest speakers for guiding us.
Special thanks to Shaili and Arslan for testing out the sleep cycle application. Dan for the insomnia testimony. Kunnal, for listening to my rants, bouncing feedbacks, the folding book and starring in my commercial. Izzy, for the cheer up jokes, pirating programs for me and directing my commercial (it would’ve been pathetic without your help!). And all my dear friends from Toronto and Peru, for filling up surveys, providing countless feedbacks, supporting me and having my back. You’ve made this journey so much more bearable and rewarding.
My sister Erica, thank you for listening.
Abraham from Print Zone, for being always eager to help. You’ve made my life so much more simpler by being so easygoing –solving all my printing dilemmas and headaches.
Norah Jones, Angus and Julia Stone, Daft Punk, Bonobo and Bebel Gilberto for making great music that fueled my long hours behind the computer screen.
Chapters and Starbucks, for providing a relaxing and friendly environment that gave me the discipline to work and concentrate.
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CONTACT INFO*
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TUMBLR
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Chronicles of a sleep deprivedwww.dwellintheimpossible.tumblr.com (Thesis)
Online Portfoliowww.jessicalock.tumblr.com
www.linkedin.com/in/jessicalock
647-618-2683