USD’s National Student Advertising Competition (NSAC) team took second place at this year’s competition hosted by the American Advertising Federation (AAF) from April 6-7 at the University of Minnesota.
The theme for this year’s regional competition was for students from District 8 to create a marketing campaign for Ocean Spray. USD’s NSAC team chose ‘Create a Ripple’ as their theme.
Kenzie Holton, senior strategic communication major and research analyst for NSAC, said that once the team receives a brand to promote they develop an advertising campaign through several steps.
“We research, we develop insights, we then create a tagline based on that and then we build the whole campaign around that tagline,” Holton said.
The team put together numerous commercials for Ocean Spray, Holton said.
“We had four different commercials made this year, one of them being a 30-second spot and three of the other ones being YouTube preroll, magazine ads, potential billboards, retail activation, event planning,” Holton said. “Then the schedule and then once that’s all done you put it in a 20-page book.”
Holton said that even though the team placed second, she felt very strongly about the “campaign we put forth.”
“I thought the tagline resonated with the brand and it fit into what the brand already has as an image. Everything we did was research backed and I stand by every single thing we did,” Holton said.