Earlier this year, NAPA Auto Parts agreed to participate in the 2018 Relève contest organized by the Association of Creative Communications Agencies (A2C). As a “client,” NAPA submitted a hypothetical marketing issue to the students who then had four months to produce a marketing plan that would resolve the issue at hand. Teams from five different universities took part: Concordia University, Université Laval, ESG UQAM, HEC Montréal and Université de Sherbrooke.
The NAPA team asked the participants to concentrate on their e-commerce platform (NAPACanada.com) and the client experience associated with making an online reservation. At the end of April, the teams presented their projects to the NAPA marketing team and representatives of Jungle, NAPA’s media agency, and Réservoir, its advertising agency.
“We were all very impressed by the quality of the students’ work. Their analysis of the market and our digital performance was particularly enlightening,” explained John O’Dowd, NAPA Canada’s Marketing Vice President. “Each team proposed inspiring strategies and tactics. From a client-focused perspective, participating in the Relève marketing contest was a very interesting experience and I am grateful for the students who spent so much time and energy on their projects. Our company is lucky to have had the opportunity to support the next generation and meet students who show such potential.”
During a gala evening at Facty on May 3, the winner was announced: the Université de Sherbrooke team.
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