AWAKE CAFFEINATED CHOCOLATE
Putting more energy in your day
The Situation
This playful startup's caffeinated chocolate and granola bars already hit the sweet spot among fellow Canadians. But AWAKE needed to invigorate the North American market in order to grow.
The Solution
So we helped them create an integrated campaign and digital activation to spread the word.
AWAKE’s most ardent demographic—millennials—take a lot of guff for being entitled snowflakes. But that’s not what research—and our experience—tells us. This cohort is extremely hardworking and seriously short on time. This led to our strategic insight that fits AWAKE’s main benefit perfectly: Energy to do more stuff.
Campaign Strategy
Campaign Concept
Integrated Campaign
Art Direction
Website
video pre-roll
print collateral
What would help you do more stuff?
With keen insight and a bump of chocolate caffeine we got to work on a series of videos that humorously answered the question, "What would help you do more stuff?" A slew of fun static and animated social content reinforced the awareness spots on AWAKE’s owned social channels and became a primer for what was to come.
First we gave you energy. Now we’re giving you time.
With the campaign timed between the start of school and Thanksgiving, we hit on another idea: AWAKE could hijack the end of Daylight Savings and take credit for the longer day, giving these hard-working students one more way to do more stuff. A day with a whole extra hour: The 25th Hour.
Leading up to the event, brand ambassadors were let loose on college campuses to offer samples, promote and invite all those who wanted that extra hour of time. We made a trailer that amplified the invitation and drove attendees to a landing page where they could save-the-date.
The time is now.
At the stroke of 2am on November 6th, AWAKE gave the world an infinite scrolling website packed with stackable content: Exploding cars. A T-rex puking rainbows. Staring contests with an owl. And so much more.
Results
The campaign reached 90% of students at targeted schools. 800k+ video views 700k+ post engagements and over 6MM impressions. Ultimately, AWAKE gained awareness in the US market, and more than a few laughs in the process.