Avery Products Canada is waking students up for back-to-school with its latest campaign, which features media by Mindshare, creative by Holmes PR and a microsite developed by Toronto’s Phillip Sung Design and Exclaim Solutions.

Targeted directly at students aged 16 to 25, the campaign relies on a heavy digital buy that includes pre-roll and big box ads on Muchmusic.ca and MTV.ca, as well as ads on YouTube and Facebook. The digital efforts will be supported by a sampling program that will see the brand partner with universities across Canada to place product samples in frosh kits.

All media will drive to the branded microsite that will host the “Avery Binders Wake Up Contest,” inviting students to submit short videos depicting the zany ways they intend to wake themselves up for back-to-school.

The contest will run for six weeks and offer contestants a chance at one of six weekly prizes, including an iPad mini, a GoPro camera or a $500 Visa giftcard, as well as the grand prize of $5,000. Weekly prizes will go to the video with the most views each week, while the grand prize winner will be selected by Avery from a pool of 30 videos.

Alicia Roberts, brand manager, Avery Canada, tells MiC that this is the first time the brand has taken its messaging straight to its consumers, noting that the brand has typically relied on its retail partners and in-store promotions to reach consumers.

The campaign begins Aug. 1, with the contest running from Aug. 5 to Sept. 22.

[iframe_youtube video=”ZRxM-UZGNdw”]