Ad Team 2021-22
NSAC 2021 Client: Oculus / Meta Quest
The Advertising Team at Texas Tech is a group of students selected by interview to compete in a national student advertising competition. The annual competition is put on by the American Advertising Federation and features a corporate client. Past clients have included Glidden paints, Coca Cola, JCPenney, Yahoo, and State Farm.
The client provides a case study outlining the history of its product and current advertising situation. The case study reflects a real world situation to challenge students' critical thinking abilities and creativity.
Students must research the product and its competition, identify potential problems and develop an integrated communications campaign for the client. Each student team then pitches its campaign to a panel of judges in April.
THE RESEARCH
In year 2 of ad team, I was selected to be Research Director and lead the team of 4 in gathering over 500 responses through surveys (472 respondents), 40 in-depth interviews and three separate focus groups. The insights we gained pointed to the fact that memories and stories to share (the intangibles) were what mattered most to college students. The intangibles proved to be the bridge connecting Meta Quest with its prospective audience.
