NSAC: Nissan USA
First conducted in 1973, the National Student Advertising Competition, hosted by the American Advertising Federation, is an event in which more than 100 universities compete in developing the best marketing campaign for a real-world client to a judge panel.
Annually, a corporate sponsor 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.
Nissan USA was the client for 2012. The challenge was to develop a marketing campaign targeting U.S. multi-cultural millennials, ages 18 to 29 years old, with a $100 million budget. Campaigns were communicated within a 32-page plan book and 20-minute presentation.
Tools Used: Qualtrics, SurveyMonkey, Tableau, Adobe InDesign, Adobe Photoshop