Acura
TNH, the student advertising agency of Syracuse University, partnered with Hill Communications, student-run PR agency, competed in the EdVenture Partners Acura ILX Marketing Challenge Fall 2016. We were given $2,000 and two months to create and execute a fully integrated advertising campaign. I served as the creative director for the entire campaign.
Event
To garner buzz on campus, we placed the Acura ILX along with a full event setup (complete with a DJ and 8 ft, Snapchat-story-worthy sign) on Walnut Park, a busy epicenter of activity at Syracuse University. If people couldn’t stop by, TNH and Hill Communications came together to bring the #hustle to them. With a little help from the popular local vendors (Recess Coffee & Roastery, Picasso’s Pastries and Cafe, and Hangry Baker), we made sure to inform SU students that the ILX is here to #PowerYourHustle.
• 3,712 video views (87% organic)
• 8,756 total reach
• ~2.5K unique views (roughly equivalent to 17% of full time undergrad students at Syracuse University)
• Over 80% of audience was 18-34 years old
• 256 Facebook likes, 1,191 Facebook engagements, 39 Facebook shares
• 81% of views came from the post being shared (indicates virality)
• 350 cups of coffee given away in under 2 hours
• 500 event attendees
For our first set of print ads, we wanted to show our target how the specific features of the Acura ILX allow the car to seamlessly fit into their chaotic day. The specific benefits that we highlighted include: the unlimited productivity possibilities in the On Demand Multi-Use Display, the ELS Studio Premium Audio System, and the Active Sound Control feature.
In order to ensure maximum views, we knew we wanted to run our ads in the campus publication with the largest readership, The Daily Orange. We recognized that it was just as important to have a broad audience in addition to getting as many eyes on our ads as possible. This is why we decided to run these print ads in the Friday football special edition, “In The Huddle.” This Friday publication is not only read by Syracuse University students, but also by a larger population consisting of the greater Syracuse community. 4,000 copies are printed and distributed before kickoff.
For our second set of print ads, our goal was to highlight specific features of the Acura ILX while nodding to one of the main insights we found about our target: they pursue a project outside of their 9-5 that provides an outlet to express their creativity and personality.
Soundcloud
We created “The Hustle” as a form of user-generated content that our target can listen to during their commute. This podcast includes relatable stories from the day-to-day lives of members of our target. The two examples we have included are stories that follow the author through the mundane occurrences that take place from 9-5 to the exciting, after-hour side hustles they spend all day looking forward to.
SPOTIFY PLAYLISTS
• Pre-Outing
Before you hop in the cab, let the 2017 Acura ILX power your pre-party with our list of audible pump-ups.
• The Long Commute
Every great day starts with a decent commute. Ready yourself for the day ahead with beats from the new 2017 Acura ILX.
• Sunday Decompress
After a long weekend, Sundays are better with a smooth soundtrack, powered by the 2017 Acura ILX.
• Weekend getaway
Throwbacks to get your weekend going, powered by the 2017 Acura ILX.
• Work Mix
Tunes to keep you going through your workday from the car that knows, the all-new 2017 Acura ILX.
• Late Night Jams
For the late-night run or hangout, vibes brought to you by the all-new 2017 Acura ILX.
Native Content
http://www.jerkmagazine.net/8-things-you-need-before-you-graduate-that-arent-a-job/
A trending form of web content amongst our target is Buzzfeed listicles. Members of our target share these branded articles on social media with their friends and family when they find the content to be funny, relatable, and “too true.” We created a subtly branded listicle, “8 Things You Need Before You Graduate That Aren’t A Job” and published it on the website of Syracuse University’s Jerk Magazine. By the time students reach their senior year at SU, they will come to rely on Jerk Magazine for funny, relevant, and satirical content. Because of this reputation, we knew Jerk Magazine would be the best platform on which to publish our listicle because, there, it would have the best chance of being shared and, ultimately, going viral on the Syracuse campus.