Competition Overview - Canada`s Next Top Ad Exec

Competition Overview
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WHAT IS CANADA’S NEXT TOP AD EXEC?
Canada’s Next Top Ad Exec is the nation’s largest advertising and marketing case
competition. It is arguably the richest and most influential program in the history of
Canadian universities. Business undergrads, undergrads completing a business minor,
and MBA students across Canada are challenged to create a marketing campaign for
an industry leading sponsor. The winning team walks away with the keys to their very
own Chevrolet vehicle(s) and the title of Canada’s Next Top Ad Exec.
Our mission is to establish a bridge between industry and universities through the
transfer of expertise, mentorship, and career opportunities in the fields of marketing,
strategy, and communications. Canada’s Next Top Ad Exec is an opportunity for
students to affiliate with top marketing professionals and obtain career beginnings in
the marketing and communications fields.
PAST HIGHLIGHTS
Canada’s Next Top Ad Exec has consistently received rave reviews from its over 600
past teams, sponsors, judges, and guests. In only ten years, Canada’s Next Top Ad
Exec has received submissions from over 40 Canadian universities, provided over 60
internships and career starts to finalists and awarded 18 students just like you with
new cars! In 2015, over 3000 registrants and 178 submissions were received from 38
schools nationwide!
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WHY COMPETE?
Canada’s Next Top Ad Exec offers a unique learning experience beyond the classroom.
You’ll have the opportunity to combine your creative and strategic thinking with
classroom theories to develop a solution for a real-world problem that Chevrolet faces.
At the same time, you’ll gain valuable industry exposure and real-world experience,
build your portfolio (Top Ad Exec is recognized by top employers), and network with
Canada’s top student talent and industry executives. You’ll be given the once-in-alifetime chance to pitch your solution to a panel of senior executives.
PRIZES
* As detailed below. General Motors reserves the right to change prizing based on assessment of team
ideas / solutions presented and declare joint winners or no winners.
FIRST PLACE:
• Each member of the winning team will be awarded a brand new 2015 Chevrolet
Sonic LT as determined by General Motors Canada.
SECOND PLACE:
• $3000 total cash award for team as sponsored by Chevrolet Canada
THIRD PLACE:
• $2000 total cash award as sponsored by Chevrolet Canada
TOP 25:
• Every team that makes it to the top 25 will receive a $1000 Canadian Tire gift
card to be equally shared between team members unless it is a team of one
qualified student.
CAREER BEGINNINGS:
• Last year we awarded15 internships and this year we are looking to award even
more!
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COMPETITION DETAILS
• Register Online (November - January) @ www.topadexec.com
PHASE ONE SUBMISSION
(Deadline: January 25, 2016 @ 12 PM EST)
submit@topadexec.com
TOP 25 TEAMS ADVANCE | PHASE TWO SUBMISSION
(Deadline: February 22, 2016 @ 12 PM EST)
submit@topadexec.com
TOP 10 TEAMS ADVANCE | PHASE THREE
Present Idea in Toronto (March 27, 28 and 29, 2016)
Closing Gala
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SUBMISSION DETAILS
SUBMISSION COVER PAGE
• All submissions must include the official cover page for phase one and phase
two
• All information provided in the document must be accurate and may be subject
to verification at any time.
• Submissions which are determined to hold false information will be deemed
ineligible
SUBMISSION DETAILS
• Submissions must be sent electronically to:
• submit@topadexec.com
• Submissions received after the deadline will be ineligible
• The risk of formatting error is the responsibility of the participant
• Once a submission has been received, a notification of arrival will be sent via
email within 24 hours
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PHASE 1: THE ELEVATOR PITCH DEADLINE: JANUARY 25,
2015 @ 12 PM NOON EST
Students must develop a two-page summary outlining their idea. Each group (max. 2
team members) must submit the following elements:
• Elevator Pitch –2 (TWO) pages written + up to 3 (THREE) pages of appendices
• Total document cannot exceed 5 (FIVE) pages
• Formatting: Arial font – 10 pt, 1” (One inch) margins, single spacing
CONSIDER:
BUSINESS OBJECTIVES
• How will your idea increase market share? By how much?
• How many additional units?
COMMUNICATION OBJECTIVES
• What is the overall communication goal of this campaign?
TARGET AUDIENCE ALIGNMENT
• Who is your target audience? How will you be relevant and connect with the
target demographic?
KEY SELLING IDEAS
• What feature/benefits of the Chevrolet brand are you using to engage the
audience? Outline how you are using these to create a lasting experience.
THE CREATIVE APPROACH TO THE CAMPAIGN
• Describe the “hook” that will engage the consumer with your campaign. Outline
the innovation, uniqueness, and creativity delivered by your campaign to the
target audience. What non-traditional media opportunities will be utilized
throughout the campaign?
• We encourage you to use all digital space.
THE COMPETITION
• Who are Chevrolet Canada’s top competitors according to your research?
Review data provided.
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PHASE 2: THE STRATEGY DOCUMENT
DEADLINE: FEBRUARY 22, 2015 @ 12 PM NOON EST
The top 25 submissions are selected to move on in the competition. Successful teams
will be asked to create a comprehensive report outlining the key objectives, positioning,
media strategy, creative execution and executive summary. Each of the Top 25 teams
must submit a document that conforms to the following standards:
• Maximum 15 pages including Appendices and Executive Summary Formatting:
Arial font – 10 pt, 1” margins, single spacing
PLEASE INCLUDE:
EXECUTIVE SUMMARY (MAX. 1 PAGE)
• Open with a brief summary that clearly communicates the goals, findings, and
execution of your marketing campaign.
CONSIDER THE FOLLOWING:
POSITIONING
• What do you want the customer to think of your product(s) 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. Provide the key findings of this research.
CREATIVE EXECUTION INCLUDE:
• An outline of the creative strategy you will use to achieve the communication
goal.
• A description of the mood or tone that you are proposing.
• An overview of the overall theme.
• An explanation of what human need is to be satisfied.
• An explanation of what the consumer knows and understands about the
product, and how they feel about the brand.
• A description of the action consumers will take as a result of the campaign.
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CREATIVE SUPPORT
• Provide 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
• What media will you use to communicate the campaign? Detail your rationale
and decision-making process using industry and consumer trends for support.
• Include a media timeline and discuss budget.
CONCLUSION
• Conclude why you feel the campaign will be effective.
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PHASE 3: FINAL PRESENTATION
DEADLINE: TO BE PRESENTED IN TORONTO ON MARCH 29,
2015
The top ten teams are provided transportation to and lodging in downtown Toronto to
pitch their big ideas in front of a panel of 25 high-powered industry executives. Each
presentation may have an audience of up to 100 people, including delegates within the
industry, media, Top Ad Exec program alumni, and other business students.
The Top 10 teams each have up to 30 minutes (exact presentation time will be
announced after Phase 2) to convince the judges of their solutions and that they
should be crowned Canada’s Top Ad Exec.
The presentations are followed by a grilling period where the competitors have the
final opportunity to settle any unanswered questions from the judges before the
deliberation period.
Use creativity and all resources available to bring the big idea to life – bring it all to the
table and leave nothing behind!
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
place winner(s), third place winner(s). The Canada’s 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.
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