CAMPAIGNS
2020-2021 Effie Collegiate Bose® Brand Challenge
Course: Practicum in Ad and PR
For the 2020-2021 brand challenge, Bose challenged students to develop a comprehensive marketing campaign highlighting Bose headphone/earbud innovation, focused on winning with the Gen Z (18-24) audience. Through extensive research we found that Bose is not a popular headphone/earbuds brand among Gen Z consumers because they are unwilling to spend more than $140 on headphones. The real problem is they're not willing to ask for gifts that cost more than what they'd be willing to spend on themselves. Our idea not only eliminates the guilt they feel asking for Bose headphones as a gift, it turns their gift into a way to help others.
Ohio. Find It Here. #OhioReimagined Campaign
Course: Advertising Campaigns
Ohio. Find It Here of TourismOhio introduced the challenge of making Ohio the top destination in the U.S. by the number of overnight stays. We sought out to meet this objective by altering Ohioans' perception of Ohio as "dull" and "boring" by convincing them to reimagine the state with their families because family memories are made stronger with Ohio at the center. Our strategy employs an integrated marketing campaign consisting of a string of promotional events, travel guide, interactive app, paid social, OOH ads, commercials, and digital advertising.
Ohio. Find It Here. by Tourism Ohio draws to inspire and make people both inside and outside of the state feel good about Ohio to meet the goal of making Ohio the top destination in the U.S. by the number of overnight stays. In our research we found Ohioans think Ohio is nothing special, but the hard truth is the state itself isn't uninspired; the people are. The integrated marketing campaign #OhioReimagined aims to show Ohioans reimagining their state with their families because family memories are made stronger with Ohio at the center.
Burger King New Bloods Awards 2021
Course: Advertising Copywriting
The prompt for this challenge was to use copy to communicate that 100% of the Burger King menu is now 100% real (free of preservatives, colours, and flavours from artificial sources) that reinforces their core message: real food tastes better. Consumers are tired of getting the same artificial ingredients in their food. They expect real food with wholesome ingredients, and if they wanted preservatives and artificial flavorings, they would have asked for it, but they simply want fresh ingredients. This idea is about emphasizing how Burger King meets its consumers’ expectations. We’ll show consumers how Burger King gets it done “right” by giving them what they ask for, compared to McDonald’s who keeps getting their orders “wrong” by serving them preservatives and artificial flavors when they ask for natural, recognizable ingredients.