The fall term Advertising Campaigns class, Mktg 443, (pictured left) at Portland State University's School of Business won top honors in the 2012 National Chevrolet Campus Promotion Competition. PSU was one of 19 programs selected by Chevrolet to participate in this invitational competition, which included other reputable schools such as University of Illinois, University of Arizona, Texas A&M and University of Iowa.
Led by Faculty Advisor Don Dickinson, the challenge for the class was to improve brand image of Chevrolet and to increase the consideration of the brand within the PSU student body. This is no easy task on an urban campus that can be resistant to large corporate brands.
The 19 students in the class were extremely focused and resourceful as they learned what it was like to work with a demanding national brand and client. The class formed a full-service advertising agency that conducted baseline and follow-up research, launched a multi-faceted guerilla ad campaign, staged a large on-campus event and then presented its results to an impressed audience of Chevrolet executives.
The theme of the campaign was “What’s Your Drive?” which provided an automotive oriented promotional platform and also allowed the team to talk to fellow students about what motivates them.
For many of the students, this class was their last PSU experience. In addition to obtaining valuable real-world experience, it was exciting to leave on a high note.
One of four product engagement displays visited by hundreds of students on event day.
Before (left) and after brand clouds show how brand perception improved dramatically after the big “What’s your Drive?” event. A brand cloud is a graphic way to show research results where the the more often a response is heard, the larger it appears in the cloud.