Students brew up big idea for marketing comp

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Students brew up big idea for marketing comp


Sarah Muscat, Samantha Beasley, Shelby Ashwin, Kate Leadbetter and Marika James

31 October 2012

31 October 2012

An advertising campaign targeted at takeaway coffee lovers has earned five University of the Sunshine Coast students a finals berth in the International Advertising Association’s (IAA) Australia “Big Idea” competition.

USC Communication and Design students Sarah Muscat, Samantha Beasley, Shelby Ashwin, Kate Leadbettter and Marika James will fly to Sydney on 12 November to pitch their idea to the competition client, Good Beginnings, and to IAA judges.

The USC group, which calls itself Digitall, will travel with the University’s Head of School of Communication and Senior Lecturer in Creative Advertising Dr Rod McCulloch.

Good Beginnings is a not-for-profit organisation which provides free early childhood and practical parenting programs for Australian families and children.

This year’s competition asked students to develop a creative concept to sell the organisations future fundraising event, The Great Tribal Chase, to corporate professionals.

Digitall spokesperson Sarah Muscat said her group had developed a simple, original advertising campaign based around the coffee habits of inner-city workers.

“Each day these workers pick up a cup of coffee on their way to the office. It’s what gets them going for the day. It’s their good beginning,” she said.

“Our campaign involves advertising The Great Tribal Chase on coffee cups which will be handed to workers in exchange for their business cards at a central location like the Brisbane Mall or Sydney Mall. We’ll be reaching our target market one cup at a time, so to speak.”

The winning campaign will be used in the real world next year to promote the Great Tribal Chase.

“We’ve learnt the theory at USC and learnt how to take a brief and design a campaign to fit a budget,” Sarah said.

“If we win, this will be our chance to put that theory into practice with a real client.”

Universal McCann (UM) CEO Mat Baxter, who helped to select the four finalists, said competition for a winning spot was fierce.

“Considering the entrants are all university students, with limited practical exposure to our industry, it makes the quality of their work all the more impressive,” he said.

— Michelle Widdicombe

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