Good Bull Advertising, an agency team of 20 students in Clinical Professor of Marketing Lisa C. Troy’s advanced advertising class at Texas A&M University, placed fourth in the district level American Advertising Association’s National Student Advertising Competition. Held in Fort Worth, Texas April 5-7, the competition involved a case study outlined by the current year’s corporate sponsor, Tai Pei Foods.
Students spent two full semesters researching and building a $15 million, fully integrated marketing campaign, preparing a professional quality campaign plan book and presenting the plan to judges at the competition. Over 150 schools across the country participate in the event each year and the Tenth District, in which Texas A&M participates, is one of the most competitive.
To market Tai Pei to 18- to 25-year-olds in the U.S., the team developed a new brand character and slogan, “Good Fortune Awaits.” Digital ads and a video execution reflecting the campaign theme were created and supported by a number of promotional tactics, including retail activations, promotional events and a partnership with Feeding America.
The team included students Mitchell Bausch, Mackenzie Borman, Rachel Bush, Elijah Cantrell, Mary Chacko, Mary Devillez, Dereka Dunn, Laura Eller, Gabriela Estrada, Brooke Gadjica, Caylin Godfrey, Calli Godwin, Divya Govil, Justin Hairston, Alexis Hanson, Kaitlin Hernandez, Anastasia Ivanova, Anna Kuczmanski, Victoria McLaughlin, Claire Metzger, Dillon Moore, MK Mountjoy, Emily Nero, Lami Olonilua, Alaina Omar, Alyssa Osterhout, Riden Reiter, Bailey Wood and Robby Young.
The 2018 Good Bull Advertising team will form in the fall to prepare for next year’s competition.