NSAC

The National Student Advertising Competition is a collegiate level competition (NSAC) hosted by the American Advertising Federation (AAF) every year.  This year’s challenge was to increase brand salience and household penetration in Millennials ages 24 to 35 for Ocean Spray.

Password for links: NSAC18Team503

Ocean Spray provided my team with background information and goals of the campaign. Through different interviews I found most people considered Ocean Spray with their grandparents; an old people drink. However they also used it as a mixer. This part was useful because it led me to research behaviors and attitudes of Millennials.

Using various research databases I collected information about what Millennials are more likely to do and believe compared to the general population in over 40 different attributes. I found Millennials were more adventurous and bold; which can be found in their food choices. I used the data I found to craft the direction of the campaign – thus “Defy the Ordinary” was born. In addition to providing statistical data, I produced an audio Spotify ad for our bold playlist.