The Work.
From the start, my team realized our concept would have to affect millennials on a deeper level than just appealing creative if we wanted to change their behavior. We needed NASCAR to be an entertainment solution to their everyday lives. It was by analyzing the habits and outlook of millennials that we discovered an opportunity for NASCAR to fill the millennial need for constant stimulation and desire to be part of a larger than life experience.
For the millennial, they know that: Life is busy. Life is hard. Life is routine. But often, life can be unpredictable. And of course, life is short. But most importantly to our audience, life can NEVER be boring.
We went to the Daytona 500! Fox Sports U flew us there to see our campaign in action at Speedweek 2014. Working on a full campaign, from start to finish then seeing that work used by our client was an incredible opportunity as an undergraduate, one that I will not forget as I enter the advertising industry!
From the start, my team realized our concept would have to affect millennials on a deeper level than just appealing creative if we wanted to change their behavior. We needed NASCAR to be an entertainment solution to their everyday lives. It was by analyzing the habits and outlook of millennials that we discovered an opportunity for NASCAR to fill the millennial need for constant stimulation and desire to be part of a larger than life experience.
FoxSports Creative University Challenge
This is your life.
This is your life, on NASCAR.
That was the premise of our student-led campaign for the FoxSports Creative University Challenge, an opportunity for students to create real advertising for a real client.
UNC's challenge was to concept a fully integrated campaign targeted to millennials for FoxSports' coverage of NASCAR Speedweek. My team worked throughout the semester and pitched our work to a panel of FoxSports executives.
However, we didn't know that the pitch would only be the beginning of an experience as thrilling as the sport we were promoting.
Our campaign, and experience, are described in detail here.
Myself and my 18 fellow team members spent a semester developing a campaign for Mary Kay cosmetics as part of the National Student Advertising Competition. As follows are excerpts taken from the plans book we submitted to judges before presenting our work in a 20 minute pitch that sent us all the way to Nationals with seven other teams. A link to download the full plans book is included below
To solve these three main challenges, we began with secondary and primary research in the form of 649 survey responses, 36 in-depth interviews, 12 Pinterest interview participants and our own personal undercover IBC (more on those last two later).
I was incredibly lucky to be part of a team of such passionate, smart and driven individuals. We spent a rewarding semester working together, with plenty of late nights spent in delirious and hilarious brainstorming sessions eating pizza and caffeinating the designers. Meeting inspiring industry professionals and presenting our work to them at Nationals in Boca Raton was phenomenal. This experience was unlike any other!
Myself and my 18 fellow team members spent a semester developing a campaign for Mary Kay cosmetics as part of the National Student Advertising Competition. As follows are excerpts taken from the plans book we submitted to judges before presenting our work in a 20 minute pitch that sent us all the way to Nationals with seven other teams. A link to download the full plans book is included below
NSAC: Mary Kay Cosmetics
The National Student Advertising Competition is an annual advertising challenge for college students across 250 universities hosted by the American Advertising Federation. This year, the client was Mary Kay. Our student team won the district competition, advanced to semifinals and placed 6th in the National Finals.
Explore the gallery to see campaign highlights and download our full plans book!
We first identified the DFP as the sage of the dental industry. They were the experts. The trusted practice. The practice that doctors would send their own mothers too. And they were the hero. The practice that was strong, capable and competent and willing to improve the world with its trusted expertise. But the DFP had a problem. Overall, a lack of awareness and presence, particularly online.
The DFP and a panel of industry judges chose our team's pitch as the winners of the Digital Advertising and Marketing Challenge! Many thanks to the DFP and Professor Joann Sciarrino at the UNC J-School for granting us this opportunity.
Digital Advertising and Marketing: UNC Dental Center
The UNC Dental Faculty Practice propositioned my class to compete in creating a digital advertising and marketing plan to bolster awareness, improve the current customer's experience and give them a meaningful brand identity.
My five person team won the challenge in a pitch to the client and a panel of industry experts for developing the most effective strategy frameworks and marketing tactics.