IT Tallaght Students and Kinetic, the Out of Home (OOH) media planning and buying agency, have teamed up for the third year to create an OOH advertising campaign. The students involved are from the third year Marketing and Advertising course.
Working alongside media agency MEC and General Mills, the global manufacturer of branded consumer foods, students were asked to devise an OOH campaign for Nature Valley to encourage people to enjoy nature in some small way. Following presentations to a judging panel on Thursday May 5th, the winning team was announced as Bebhinn Maguire (Palmerstown), Kellie Kearns (Wicklow), Luke Bennett (Blanchardstown), and Simon Kelly (Balbriggan).
Students were briefed to create an eye-catching Out of Home campaign and select effective formats to build awareness. To bring the campaign to life, students were required to include interactive technologies in their brief.
Gráinne Dilleen, Communications Director with Kinetic said:
“For the third year running, Kinetic has teamed up with IT Tallaght and MEC to run this project. Year-on-year, the Marketing and Advertising students in IT Tallaght have demonstrated a deep understanding of the OOH market and continue to impress with their creativity and presentation skills. General Mills is a highly respected client and Nature Valley a well-known brand. It was great to have them on-board as it enabled the students to experience a real-life working situation.”
The winning team cleverly applied an element of humour and also carried out extensive primary and secondary research on the key components to produce good creative, as well as a strong OOH campaign. The well-devised media plan took a multiformat approach combining large format, transport, 6 sheets, digital OOH and in-store formats. Finally, using Digital OOH with sensor technology and a dispenser, the students brought the campaign to life and created a strong idea that would engage passers-by.