Students impress with ‘Revolutions per Minute’ campaign

An advertising campaign created for DaimlerChrysler by UW–Madison students has won the American Advertising Federation 2001 National Student Advertising Competition.

The transportation giant challenged 6,000 advertising and marketing students on 210 college campuses to develop a global marketing and communications strategy in North America, Europe and Asia, with an emphasis on the United States, Germany and the United Kingdom. This marked the first time that the NSAC utilized a global marketing campaign.

In addition to media, creative development, production, promotions, special events and sponsorships, DaimlerChrysler instructed participants to address the significance of e-commerce and auto shows in their campaign plans.

Judges from DaimlerChrysler and other corporations and agencies selected the University of Wisconsin–Madison over 15 other college and university finalists competing at the AAF’s national conference June 11 in Cleveland, Ohio. Southwest Texas State University, Southern Methodist University and Brigham Young University took second, third and fourth place respectively.

“The University of Wisconsin–Madison astounded us with their professionalism and creativity,” says Charles D. Hudson, director of corporate and diversity communications, DaimlerChrysler. “Their unique and precise strategic plan formed a solid foundation for their creative execution, which captured the spirit of innovation.”

Considered the college world series of advertising, NSAC has become an essential program for an increasing number of ad industry recruiters seeking new talent. Recruiters from ad agencies and companies across the country were at the finals to scout for fresh talent.

UW–Madison team members are Heather Burnikel, Heidi Hackemer, Florian Martens, Kristen Stippich and Marc Shapiro. Chris Schell is the faculty advisor.

The AAF’s 130 corporate members are advertisers, agencies and media companies that comprise the nation’s leading brands and corporations. About 50,000 advertising professionals are members. In addition, AAF connects industry with an academic base through its 260 college chapters.