National Student Advertising Competition (NSAC)

Develop $15 million fully-integrated marketing campaign for the Coca-Cola Company as part of the American Advertising Federation’s National Student Advertising Competition.

Client	Coca-Cola Classic
Release	04/21/2007

NSAC project details

plans book
print ads
judges’ comments
website
press release

Target
13- to 24-year-olds

Solution
Think. Get Rewards. campaign that demonstrated the interactivity of Coca-Cola Classic consumption, MyCokeRewards.com and fulfilling unique experiences.

The NSAC competition required the teams to create an integrated marketing plan for Coca Cola Classic and the challenge was to increase consumption and brand health with the 13-24 multicultural youth audience. Teams presented their campaigns to a panel of judges, including a representative from Coca Cola.

Plans book cover

CONTRIBUTION
Led the formation of the creative strategy and communicated it to the team.

Developed an original, creative and diverse layout of the plans book that was both clean and easily readable.

Designed print advertisements by using bold images and action-filled design to directly showcase how the reward caused the unique experience.

Team memebers

Co-Presidents:
Jamie Szymanski
Alex Zinoviev

Editorial Board:
Zak Hennessy
Bryanna Lancour
Jamie Szymanski
Melissa Whalen

Creative:
Brian Dedering
Jason James
Lindsay Herrell
Jenna Maulsby
Jamie Szymanski
Alex Zinoviev

Design:
Adam Hegge
Dylan Waddell
Alex Zinoviev

Media:
Dana Heimos
Ashley Knutson

Public Relations:
Zak Hennessy
Bryanna Lancour
Kelly Mason
Melissa Whalen

Advisors:
Dana Baumgart
Kathy Fredrickson
Kevin Rau
James Tsao

Thank you:
Gary Coll
Bryan Lilly
Miles Maguire

UW Oshkosh, placed the highest of the Wisconsin state schools competing. Our 14 marketing, design and journalism students outperformed D1 and private school teams, who have an average of 60-80 students in the competition each year.
Kathy Frederickson, team adviser for UW Oshkosh.

Looking through your book, I felt like you guys were near the top. Your print was promotion based, which I didn’t love, but it looked slick and attractive.
McCormick, Director/Writer at Rogers Townsend in St. Louis

The plans book was well done, very visually appealing and artistic, and very professional.
Lisa Leone, Art Director/Creative Director, Downtown Partners Chicago

You really impressed me with your flurry of ideas around promotions! Awesome! Great approach with daily drinkers! (Awesome rationale).
Jorge Peralta, representatives from Coca-Cola North America

"Table of contents" and "executive summary" sections