The idea of presenting day in and day out to your peers and to your professor loses its charm after a while. Students tend to become complacent with the efforts involved. Not always and certainly not all of them. There is still that shining layer of students that excel no matter what. I do find tho' that working with a "real" project and a "real" client when in academics provides the much needed reality check of life after school.
Objective: The task was to promote JCB as a leading manufacturer of back-hoes to the North American market. They have truly a wonderful product that has a strong recognition in Asia and Europe. However Caterpillar is a strong competitor here. The students were mostly from NA and understood the tradition of a Cat and the nostalgia around a John Deere. The challenge was to think of innovative ways to create a strong brand presence for JCB in North America.
Class: The class was Web Advertising. So the students had to understand what it means to advertising in the increasingly popular media that doesn't need material to be solely printed and they have figure out a way to meet the needs of the current consumer base using alternative media. Essentially low investment and high returns or high visibility in the long-run.
The Campaign
The class was set up in teams of two and they competed for the project that the client would consider implementing. 5 well rounded campaigns were presented to the client. And they were beyond impressed. The results included everything from a Barbecue event, high-school competition, youTube channel and guerrilla marketing. Some of the pieces can be seen in this .pdf.
"Aah Haan" Moments of learning
Objective: The task was to promote JCB as a leading manufacturer of back-hoes to the North American market. They have truly a wonderful product that has a strong recognition in Asia and Europe. However Caterpillar is a strong competitor here. The students were mostly from NA and understood the tradition of a Cat and the nostalgia around a John Deere. The challenge was to think of innovative ways to create a strong brand presence for JCB in North America.
Class: The class was Web Advertising. So the students had to understand what it means to advertising in the increasingly popular media that doesn't need material to be solely printed and they have figure out a way to meet the needs of the current consumer base using alternative media. Essentially low investment and high returns or high visibility in the long-run.
The Campaign
The class was set up in teams of two and they competed for the project that the client would consider implementing. 5 well rounded campaigns were presented to the client. And they were beyond impressed. The results included everything from a Barbecue event, high-school competition, youTube channel and guerrilla marketing. Some of the pieces can be seen in this .pdf.
"Aah Haan" Moments of learning
- What does a back hoe do exactly?
- Hispanics the growing market for construction equipment?
- "Everyone in the world does not know what Facebook is"
- Guerrilla Advertising and what it really means.
- Buyer and Consumer can be two different people
