Third Straight Trip to National Finals
For the third consecutive year, Butler students will compete in the finals of the National Student Advertising Competition (NSAC) in June. Members of ADrenaline, Butler’s student advertising club, qualified for nationals by claiming first place in the NSAC District Six Regional competition on April 14.
Butler students have a history of doing well at NSAC; in the 2011 contest, Butler placed fourth nationally.
The American Advertising Federation, sponsor of the competition, challenged students to plan a $100 million integrated marketing campaign for Nissan, aimed at increasing the automaker’s market share among multicultural millennial consumers (MCMs) aged 18-29. African Americans, Chinese Americans and Hispanic Americans were the target audience.
Twenty teams from Indiana, Illinois and Michigan competed for District 6 honors in the 2012 competition. Butler and Grand Valley State University placed first in their respective tracks. Butler, with only 14 students, had one of the smallest teams in the competition.
Both schools will be among 20 universities competing for the national title and a $3500 prize in Austin, Texas, on June 2-4.
The ADrenaline team includes Alison Baldea (Creative Team); Courtney Barnett (Research Team); Katie Carlson (Media Team, PR/Promotions Team, Pitch Team); Jacqueline Cromleigh (PR/Promotions Team, Pitch Team); Haley Deiser (Research Team, Creative Team); Emily Delaney (PR/Promotions Director); Aaron Fletcher (Creative Director, Pitch Team); Jordan Gill (Research Director); Sarah Holcombe (Creative Team/Copy Director); Caroline Johnson (Account Executive, Pitch Team); Michael Kenna (Art Director, Pitch Team); Celine Lau (Media Team); Natalie Roth (Media Director), and Sara Tarantino (PR/Promotions Team).
All are enrolled in the class “Advertising Campaigns,” taught by Armando Pellerano, instructor in Strategic Communication, and Mark Rademacher, assistant professor of strategic Communication, in the College of Communication. Both advised the campaign project.
Rademacher said ADrenaline’s compelling “Make Your Move” campaign involved traditional and digital media and a strong public relations component. The campaign stood out from the competition because of “the sound strategic and theoretical thinking behind it, and its strong call to action,” he said.
Through research, Rademacher said, the students identified a key insight regarding MCMs: that they “are in a stage of transition, where their primary focus is pursuing their ultimate passions. As such, the campaign used a soft sell to show how Nissan fit with their passions and life styles, rather than the other way around.
“The creative team did a fantastic job with the design of the plans book and executions, and the students sold it all through an engaging and professional client pitch.”
ADrenaline will invite the campus to see its winning pitch during an April 29 “victory lap” showcase on campus. Time and location will be announced later.
Media contact: Mary Ellen Stephenson