Helpful Resources

The Challenge

It'll take more than jargon to become Canada’s Next Top Ad Exec.

Chevrolet is relying on you to develop a pre-launch campaign for the 2011 Chevrolet Cruze using only non-traditional media such as Digital, Event, Guerrilla, Social Media, Viral and Mobile tactics.

What is a Pre-Launch Campaign?

Since people can't actually buy anything yet, pre-launch messaging must be strategic, clear, and most of all memorable. The goal is to create a positive first impression, so by the time the vehicle is released - it's already being considered.

Who is Eligible?

  • Each participant must be registered as a FULL TIME undergraduate business or commerce student, Masters of Business Administration (MBA) student or an undergraduate student completing a minor in business or commerce, in the 2009/2010 academic year. Students certified as registered co-op or internship students, as a part of their degree studies, are eligible.
  • Validation of current academic status may be requested by the Executive Team.
  • Each participant/team must be a legal resident of Canada.
  • Employees and immediate family members of General Motors of Canada, all other official sponsors of the competition and all of their respective affiliates and agencies, employees, officers, and directors, those involved in any way with the contest organizing team at McMaster University, and all other official sponsors of the Canada’s Next Top Ad Exec competition are ineligible to participate in the competition.

Submission Guidelines

Submission Cover Page

  • All participants must include the official Submission Cover Page document as the cover page for Phase 1 and Phase 2 submissions.
  • All information provided in the document must be accurate and may be verified at any time.
  • Submissions which are determined to hold false information will be deemed ineligible.

Click here to download the official submission cover page

Phase #2: Submission Details

  • Submissions may only be sent from February 9th, 2010 to February 22, 2010.
  • Submissions received after 11:59 pm on February 22, 2010 will be deemed ineligible.
  • Submissions can be received electronically at topadsubmit@gmail.com or mailed directly to the DeGroote School of Business.
  • In the event of an electronic submission, the risk of formatting error remains the responsibility of the participant.
  • Once an electronic submission has been received, a notification of arrival will be sent to the participant via email within 48 hours.
  • Mailed submissions will only be accepted if postmarked between February 9, 2010 and February 22, 2010.
  • All mailed submissions must be addressed as follows:

Canada’s Next Top Ad Exec
DeGroote School of Business – Rm. 228
McMaster University
1280 Main Street West
Hamilton, Ontario, L8S 4M4

Conditions

Upon submission, each participant:

  • warrants that he or she is the sole owner of the submitted work and that the work does not infringe on the intellectual property rights of another party.
  • waives any rights to confidentiality of any submissions made with respect to the competition.
  • warrants that all work subject to another party's copyrights has been properly acknowledged.

Deadlines

  • Phase #2: The Strategy Document (Top 25) February 22, 2010 @11:59 p.m. – The top 25 submissions are selected and these students create a comprehensive report outlining key objectives, positioning, media strategy, and creative execution.
  • Phase #3: Rubber Hits The Road (Top 10) March 30th, 2010 – The top ten competitors are brought to downtown Toronto to deliver a 30 minute presentation pitching their idea to a high powered judging panel.

Details

Phase #2: The Strategy Document (Top 25)
Deadline: February 22, 2010 @11:59pm

  • The top 25 submissions are selected and these students create a comprehensive report outlining key objectives, positioning, media strategy, and creative execution:
  • Each of the Top 25 teams must submit a document with the following elements:
    • Maximum 15 pages, including Appendices and Executive Summary
    • Arial font – 10pt
    • 1" margins
    • Single spacing
  • Executive Summary – (Maximum 1 page)
  • A brief summary that clearly communicates the goals, findings and execution of your marketing campaign.
  • Creative Platform
  • Positioning
  • What you want the customer to think of your product relative to competing products?
  • Communication Objective(s)
  • What are the goals and objectives of the communication program?

Target Audience Alignment

  • Who is your target audience? How will you be relevant and connect with the target demographic.
  • Background Research
    • You are encouraged to undertake primary / secondary research to guide your decisions. Please provide the key findings of this research.

Creative Execution – Elements may include:

  • Outline what creative strategy will be used to achieve the communication goal.
  • Describe the mood or tone of the campaign you are proposing.
  • Provide an overview of the overall theme.
  • Explain what human need is being satisfied.
  • Explain what the consumer will know and understand about the product.
  • Expand on how the consumer will feel about the brand.
  • Describe what action the consumer will take as a result of the campaign

Creative Support

  • Reason(s) to believe the campaign will drive consumer interest
  • Proposed renderings / story board can be included keeping in mind the page limit

Media Strategy

  • Include a media timeline
  • What media will you use to communicate the campaign?
  • Detail your rationale and decision process
  • Use industry and consumer trends to support rationale
  • Discuss budget
  • Conclusion
  • Conclude on why you feel the campaign will be effective
  • Influence judges that this campaign is guaranteed to meet objectives

Phase #3: Rubber Hits The Road (Top 10)
March 30th, 2010

  • The top ten competitors are brought to downtown Toronto to deliver a presentation pitching their idea to a high powered judging panel.
  • The Top 10 Finalists are Required to:
    • Deliver a 30 minute presentation, followed by a 5 minute question & answer (Q&A) period from the judging panel of academic and industry experts.

Presentation Evaluation

  • Presentations will be evaluated and discussed by the judging panel once all Top 10 Finalists have completed their presentations.
  • The judging panel will select Canada’s Next Top Ad Exec, along with the second and third place winners.

The Canada’s Next Top Ad Exec winning team will be awarded the grand prize as detailed in the Rules and Regulations.

Upon submission, each participant

  • Warrants that he or she is the sole owner of the submitted work and that the work does not infringe on the intellectual property rights of another party.
  • Waives any rights to confidentiality of any submissions made with respect to the competition.
  • Warrants that all work subject to another party's copyrights has been properly acknowledged.