A trio of Red River College students were honoured at the Canadian Marketing Association Awards gala in Toronto last weekend.
Guiliano Bellabono, Reynold Beniza, and Chelsée Cure (shown above, with instructor Melodie Richard at left) won Bronze in the Student Creative Case Study category for their integrated marketing campaign for retailer The Source. All three took RRC’s Creative Communications program, and majored in Advertising during their second year.
In this year’s Creative Case Study category, entrants were tasked with developing an integrated concept that would boost awareness and put The Source back into the consideration set among younger consumers. Their first challenge was to create a new value proposition that embodied the retailer’s youthful, energetic and future-ready tone and matter — one that fit into a one-year, $1-million marketing budget.
The RRC team’s creative honed in on millennials’ desire to update their social media followers with #phoneproblems, #autocorrectproblems, and more. In response, their campaign provided #SourceSolutions to the corresponding hashtags, highlighting issues that could be solved using The Source’s products and services.
The campaign included witty YouTube, Twitter, Facebook and transit ads (and branded content), as well as a direct mail piece.
The CMA gala is Canada’s premiere marketing awards event, celebrating the country’s best work by brands and agencies.