Competition Guidelines:

Competition Guidelines:

• Competing teams will be assigned a product for which they will be required to develop a Marketing Campaign with the following deliverables:
  1. A brand name
  2. A Tagline
  3. A reel (up to 30 seconds)
  4. A Billboard
• On the day of the competition, each team will be given a product to promote.
• To create the listed deliverables Competing Teams will have access to the following resources:
• • Working area: a confined place (i.e: Class room) for each team
  • Time: about 6 hours.
  • Internet Access: Through School WiFi (4G connection will not be allowed)
  • Devices: Contestants will be expected to use their own devices (Smartphones, Tablets, Laptops)
  • Props: The same set of physical props will be available for each team.
  • Audiovisual Resources (Video footage, Images, Music)
• Competing Teams will be allowed to:
  • Use their own libraries
  • Create new material using their own devices
  • Download material from the web

Evaluation of the "Marketing campaign" will be according to the following Judging Criteria:

I. Brand Name: 15%

1. Appropriate and/or Suggestive: A well-chosen name or symbol should be suggestive for quality and use of the quality, or may be associated with superiority or a great personality (i.e.: Red Bull is suggestive of Energy, Power, and Strength).

2. Distinctive And/Or easy to spell, read, and remember: "Nike" shoes have a distinct name, Tide, Ford, Lego are examples of simple and easy-to-remember brand names.

II. Tagline: 15%

1. Content: A short and appealing phrase that tells the audience more about your product and the objective.

III. Promotional Billboard: 15%

We're usually on the move when we read billboards, so we don't have much time to absorb the message. Ensure your message is brief enough effective & visually appealing

there are three key elements to a great billboard:

1. Text,
2. Image and
3. Logo.

IV. Reel: 25%

1. Content: A Big idea/concept that concentrates on highlighting the Features/Benefits of the product and / or increases awareness about it.
2. Presentation: Well edited, and coherent in translating the concept/idea. Student are not limited to filming themselves acting and can be as creative as they wish.

The Campaign: 30%

1. Identification of the Target Market: The primary objective of a marketing campaign is to identify the target groups to channel all resources and efforts in the right direction for a maximum return on investment.
2. Originality: Originality is key to the success of any Marketing Campaign “An original campaign comprises elements that are rare or surprising, or that move away from the obvious and commonplace. The focus is on the uniqueness of the ideas or features used”.
3. Unity & Cohesiveness:
   1. A Cohesive Ad. Mix will provide product exposure to all targeted population.
   2. The cohesiveness of the campaign will make it stronger and believable.

The lack of cohesiveness will confuse the targeted group(s). Sending different and unrelated messages about the same product through different media will shake the confidence of targeted groups and lure them away.

During the competition teams will be asked to present their work; one member of the team will have a maximum of five minutes to give a brief about the campaign and explain the billboard, and the brand name. Then the 30-seconds video will be played on a screen.