We are launching a new challenge this fall that has to do with marketing a new product to a market that has never seen before. Inspired by the great toilet challenge of nonprofit associations, this fall we are launching what we call the “Great Bidet Marketing Challenge.” This challenge is open to current students only at any Canadian college or university. Participants are asked to join in teams and each team must have between 3 to 5 members. Students do not have to be a member of AIM or studying marketing at school, but at least one team member must hold membership to AIM.
What is the challenge?
The challenge is to create a new advertisement for a bidet toilet seat. The advertisement is in the form of a 30 second commercial. Students do not have to create the actual commercial, but will be asked to put together a pitch and a proposal. Pitches will be in front of 5 AIM members who work in marketing inside various fields. Students must be able to demonstrate an ability to address a new market, including how to use a bidet seat and how does a bidet work. Students will be evaluated on the following elements:
- Creativity / Originality and Strength of the idea
- Understanding of the market
- Quality of the proposal (articulation and execution)
- Research aptitude
- Budget (how feasible the idea is)
First, second, and third places will be announced. The winning team of this challenge will be able to see their work come to life! A special brand of bidet seats will be using your proposal to develop an advertisement. In addition the winners of the team will be awarded a Toto s350e seat, named the best bidet seat for many years in its price category.
“The idea of the challenge isn’t simply to create an ad, but to create one with a product that’s completely unknown to participants and audiences alike ,” says Tim Grant, CMO of AIM.
Your submission must include a written proposal of up to 20 pages in a PDF format. Teams can provide optional video supplement of no more than 30 seconds in length and less than 30MB in file size. Accepted video formats are: mpg, mov, wmv, and MP4.
The proposal should include:
- A title;
- An executive summary of the proposal idea, what makes it unique, and why should a bidet company implement your idea;
- Clear understanding of the product, market, and challenges;
- Research that supports the idea.
When does registration open?
Registration for the Great Bidet Marketing Challenge opens at 3:00 p.m. EST on October 18, 2017. Please note that you will need to register to have the names of your team members along with phone numbers and e-mail addresses to complete your registration.
When does registration close?
Registration closes when the number of teams reaches the designated limit or on October 31, 2017 at 11:59 p.m. EST.
How many students may I have on my team?
You may compete in teams of three (3) to five (5) students. Your team must designate one member to be your team leader. Your team leader will be your primary person of contact.
When do I submit my case?
Your case must be uploaded to the AIM website (www.youraim.ca) by 11:59 p.m. in your school’s local time zone on January 31, 2018.
How will I know my case has been received?
Upon completion of your successful upload, you will see a confirmation screen indicating your case has been received. Additionally, a confirmation e-mail will be sent to your team leader.
Who do I contact if there are problems uploading my case?
If you experience problems uploading your case to the AIM website, contact us.