Ad Venture Student Competition 2015 Brochure by EACA

➞ AD VENTURE 2014 / 2015

PUBLIC AWARENESS CAMPAIGN ABOUT THE BENEFITS WHICH SPACE EXPLORATION BRINGS TO THE DAILY LIVES OF EUROPEAN CITIZENS.

EACA AD VENTURE

2014 / 2015

.. edcom european institute for commercial communications education

➞ AD VENTURE 2014 / 2015 ➞ INTRODUCTION

INTRODUCTION AD VENTURE 2015 COMPETITION BRIEF In 2007, the European Association of Communications Agencies (EACA) created the European Institute for Commercial Communications Education (edcom) which now brings together 48 schools and universities with senior practitioners in the communications industry throughout Europe.

REAL-WORLD EXPERIENCE The purpose of edcom is

that originated from space exploration and is now

to develop projects driven by agencies and aca-

generating profits for businesses and benefits for

demia to facilitate students’ professional insertion.

consumers in a multitude of other sectors.

The pan-European Ad Venture competition challenges students to form a “virtual” agency and prepare a campaign in response to a specific brief. In 2014/2015, 73 student teams from 15 countries took part in the competition.

THE CHALLENGE The challenge of this edition was to raise awareness about the benefits which space exploration brings to the daily lives of European citizens.

BACKGROUND European countries now build and

around the Earth every 12 hours. There are approximately 3,000 satellites operating in Earth’s orbit (ESA has designed, tested and operated more than 70 satellites so far).

TARGET The target audience is the general public of the 2o ESA member states, soon to become 22 (Austria, Belgium, Czech Republic, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Luxembourg, The Netherlands, Norway, Poland, Portugal, Ro-

launch some of the most important rockets and

mania, Spain, Sweden, Switzerland and the Unit-

satellites in the world. Even though one of the

ed Kingdom). However, our ‘bullseye’ audience is

first aspects of space technology that comes to

'the Gen Y’s’ (born 1980–1994 – ie 20–34 year olds)

mind is travelling around Mars or going to the

as these are the people who are most vocal in the

moon, there are many less known applications

digital space about their future world.

of space technology which bring benefits to our lives that would not otherwise be possible: checking our email on the train, watching satellite TV, consulting the weather forecast or following the instructions of our car navigation system.

Currently, they are not aware of all the positive day to day impacts that satellite technology has made to their lives (or the world as a whole). If challenged, they often feel that money spent in space would be better spent on Earth, helping

Accurate and timely data from observation sat-

protect the environment, or providing better

ellites provide key information services to im-

healthcare and education. the reality and mind-

prove the way the environment is managed, help

set we need to shift to is that money spent in

mitigate the effects of climate change, enable

space is having a profound and beneficial effect

the creation of new applications and services

on our world down here.

for citizens and businesses, and safeguard everyday lives. From intelligent textiles to car safety and from

Satellites are 36,000 km up in the sky and orbit

Thus, ESA want them to realise that, despite the high cost, there is a tremendous return to the community in terms of jobs, technical know-how,

medical innovations to novel engineering solutions,

scientific knowledge and other spin-offs. There-

European citizens are surrounded by technology

fore, the key objective of the campaign is to

convince people that our world is better with than

This is why 20 European countries have been

without space exploration, and as a result, gain

pooling resources for over 40 years, putting Eu-

their support for its continued funding.

rope at the forefront of space science, technology

CLIENT The European Space Agency (ESA) is Europe's gateway to space. Its mission is to shape the development of Europe's space capability and en-

and applications. These breakthroughs benefit Europe’s citizens by providing them with abundant services which optimise their daily lives.

sure that investment in space continues to deliver benefits to the citizens of Europe and the world. Exploring the universe and sending satellites and humans into space are among the major challenges for developed nations in the 21st century.

NINJA MENNING, Head of the ESTEC Communication Unit, European Space Agency «Participating in the Ad Venture Competition was a fantastic experience for the European Space Agency. Engaging the young generation in space activities is something that is very close to our heart. The campaigns the students have created show how important space is for our daily life. Congratulations to all

of them, very well done!»

➞ AD VENTURE 2014 / 2015 ➞ THE JURY

THE JURY THE AD VENTURE STUDENT COMPETITION IS JUDGED IN THREE ROUNDS: JURY ROUND ONE The first round is conducted on-

JURY ROUND THREE The three finalists are invited

line and selects the 10 best campaigns overall.

to compete against each other and present their

In 2014/2015, the competition brought together

campaign during the edcom May meeting. Their

60 judges from 20 countries and with a variety

campaigns are assessed based on the proposed

of backgrounds: agency professionals, academ-

strategy, the key creative insight and the creative

ia, EU officials and the European Space Agency.

execution.

CHAIR OF JURY E MMA HIPEAU Director of Human Resources, DigitasLBi

ROUND THREE JUDGES JURY ROUND TWO In the second round, the jury members select three finalists from the ten remaining campaigns.

ROUND TWO JUDGES M ARCUS WILDING Client Leader for Unilever, Mindshare

R APHAEL BRINKERT Managing Partner, Jung von Matt

I SABELLE VAN TOMME International Coordinator, Howest University College

N ENAD BOGDANOVIC Vice Dean, University College of Agora

CEO, Leo Burnett

M ICKY DENEHY Principal, EACA International School of Advertising & Communications

JOHN HUDSON Lecturer, Staffordshire University

M ONIQUE GERRITSEN Lecturer, EPHEC

N INJA MENNING Head of the ESTEC Communication Unit, European Space Agency

G ENEVIEVE PORTER

J ULIEN HARROD

Multimedia Production Assistant,

Editor Human Spaceflight,

European Space Agency

M ARGHERITA BUOSO Head of ECSAT Communication Unit, European Space Agency

J EAN-PAUL BRUNIER

➞ AD VENTURE 2014 / 2015 ➞ RUNNERS UP

ALLOY

BOURNEMOUTH UNIVERSITY Abbie Cooper, Georgie Winston-Bray, Victoria Moemeke, Callum Nixon

N N U R

P U ER

CLOSER THAN YOU THINK QUOTES FROM THE JURY Very good situational analysis and graphical presentation of the document.

Integrated approach with key insights at

the heart of communication, creative and media strategies. Well researched and carefully outlined; very professional strategy. DESCRIPTION This campaigns aims to raise awareness about space exploration amongst the Gen Y, Oblivious Digitalites, by changing their perspective and proving that “satellites allow people to watch, learn and communicate daily, truly enabling their digital life”.

TARGET The “Oblivious Digitalites” – unaware, unappreciative and dependant. OBJECTIVES ➞ To raise prompted awareness of ESA from 34% to 60 % by campaign week 20. ➞ To raise unprompted awareness of the benefits that satellites bring to the European public by an 80% increase by campaign week 52. ➞ To alter the current perception that the European public has of “the space sector being primarily about space travel” to a wider understanding that reflects ESA’s true purpose by a 60% increase by campaign week 52.

➞ AD VENTURE 2014 / 2015 ➞ RUNNERS UP

GAME MAKERS

HOWEST UNIVERSITY COLLEGE

N N U R

Stijn Vandendriessche, Jani Parmentier, Jan Tricot and Charlotte Bocksruth.

THE SPACE GAMES QUOTES FROM THE JURY Excellent proposal and very well presented.

Good anal-

ysis of the Y generation and how space can be made relevant to them.

Media is suitably selected in the development of

the proposed plan.

Rigour is clearly evident in executional

elements, particularly in the 'Space Games'. DESCRIPTION This team proposes to go back in time and deprive the target audience from any kind of new technologies to recreate a world without any of the benefits we get from space exploration. A team of two people from each of the participating countries is sent to the Black Forest and faced with tough challenges which they need to overcome without the help of technologies while the audience watches them through live stream.

TARGET Generation Y, which they defined as being by far the most active user group online.

OBJECTIVE ➞ To highlight the crucial role satellites in orbit play in many everyday activities which are often taken for granted. More specifically: ➞ To raise awareness about what space exploration is amongst the target audience by 30% within the first month of campaign launch, and by 50% over a five-month period. ➞ To shift the target audiences’ mindset regarding the funding of European space exploration from “the money spent in space would be better spent on Earth” towards “the money spent in space is having a profound and beneficial effect on our world down here” by a total of 60% over the five-month campaign. ➞ To educate 40% of the target audience during the five-month campaign about the crucial role satellites in orbit play in many everyday activi-

ties which are often taken for granted.

P U ER

➞ AD VENTURE 2014 / 2015 ➞ RUNNERS UP

N N RU

GERT LUSH

BOURNEMOUTH UNIVERSITY Kate Isaacs, Joshua Gorman,

P U ER

James Bayani and Emma Worth.

GERT LUSH QUOTES FROM THE JURY Excellent strategy (questions asked by gen. Y, nostalgia as a means to reach them).

Emotional but also educational

Video is effective and implemented brilliantly

Very practical

and down to earth. DESCRIPTION This campaign uses nostalgia to inspire, educate and captivate the hearts and minds of the general public throughout Europe with a view to show them how important satellite technology is for life on Earth and how often satellites are used in citizens’ day-to-day activities.

TARGET Generation Y OBJECTIVE To educate Generation Y on the benefits that satellites provide to their lives and society in a creative, engaging and emotive way.

➞ AD VENTURE 2014 / 2015 ➞ RUNNERS UP

P U ER

N N U R MAAD

UNIVERSITY OF LEEDS Jacko Van Dijke, Kamala Ram, Raúl Garduno Díaz and Max Williamson

ONE DAY QUOTES FROM THE JURY Insightful and realistic strategy; dealing with the general attitude that a lot of money is spent and wasted.

Clearly set

and measurable goals, step by step with awareness of tools to survey and measure.

Solid strategy backed up by a unique,

inventive and creative insight, which is well executed in an attractive, fun and effective campaign. DESCRIPTION By creating an ambitious vision of the future based on a combination of science fiction and aspirations of gen Y, this campaign aims to highlight the possibilities of the future through space technology and exploration.

TARGET Generation Y (20-34 years old). OBJECTIVES ➞ A mass collective views of 2 million across all videos released on YouTube as part of the “One Day” campaign. ➞ Increase number of followers of the official ESA Twitter (@esa) account by 5%. ➞ Generate 10% additional page views of ESA’s official home page by the end of campaign schedule. ➞ Increase time spent by each unique visitor on

ESA’s official website by 5 minutes.

➞ AD VENTURE 2014 / 2015 ➞ RUNNERS UP

MIND CHEF

ISTANBUL BILGI UNIVERSITY Dilge Yildirim, Sila Arslan, Buse Sayan and Ozge Erten

N N U R

P U ER

INVISIBLE HEROES QUOTES FROM THE JURY The choice of multiple channels and especially social media shows true understanding of where the target group is present and eager or willing to receive and share interesting information.

The creative concept of human heroes gives the com-

munication a human interest aspect bringing the content down from abstract/unreal to something much more tangible.

connects all aspects from consumer insights to the creative strategy and the execution. DESCRIPTION This campaign demonstrates the crucial role of ESA’s discoveries and inventions in our daily lives by portraying ESA’s employees as “invisible heroes”. This is based on the insight that citizens do not actually know who invents most of the technologies we use on a daily basis.

TARGET Generation Y: considered to be competitive, innovative, sensitive, curious, realistic, honest, tech savvy and independent.

OBJECTIVE The aim of the campaign is to show how the European Space Agency fosters knowledge, innovation, competitiveness and sustainable growth for the world.

➞ AD VENTURE 2014 / 2015 ➞ RUNNERS UP

N N RU

OPEN SPACE

ECOLE SUPÉRIEURE DE PUBLICITÉ (ESP) Floriane Chavigneau, Naomie Nsana, Christophe Huynh and Marion Réau

#WHAT IF QUOTES FROM THE JURY Nice interaction with the audience, use of multiple digital formats, clear idea and good insight.

This is a very well-

thought and worked through document, well presented and well written.

Good creative insight – based on target groups’

actual needs and interests. DESCRIPTION This team intends to promote the crucial role of satellites and space research by showing their continuous presence in Gen Y’s daily lives. By means of a website and social media, the team will have youngsters talking about space, understanding space exploration benefits and sharing it with friends.

TARGET Students and young professionals (18–25 year old) OBJECTIVE ➞ Let people know what space exploration does for them on a daily basis (prevention of risks, the weather, the network, telecommunications, security…) ➞ Make people understand that the money spent in space exploration is, and will be, more beneficial to Europeans than if it was spent on Earth. ➞ Sensitize Europeans to space exploration and

make them take an interest in satellites.

P U ER

➞ AD VENTURE 2014 / 2015 ➞ RUNNERS UP

SPACE RANGERS

ECOLE SUPÉRIEURE DE PUBLICITÉ (ESP)

N N RU

P U ER

Jérémy Bouchemal, Christophe Hirtz, Raphaëlle Fustier and Malak Benbouzyane

WAS IT REALLY BETTER BEFORE QUOTES FROM THE JURY Funny creative concept and good visual effects velopment of the strategy and the tactical proposals and clear campaign

Good deSimple

Nice logo and innovative game idea.

DESCRIPTION Having discovered some nostalgia for the past amongst digital natives, this campaign aims to bring back the interest for space on Earth by showing them how space exploration has changed and improved their daily life. Under the motto “better than yesterday, more for tomorrow”, the team shows the constant evolution of space exploration through time and its impact and beneﬁts.

TARGET Digital natives (18–34 years old) OBJECTIVE To show how spatial exploration fosters knowledge, innovation, competitiveness and sustainable growth in the world by: ➞ Making the European community know the usefulness and the global activity of space research. ➞ Legitimating the investments for the realization of the space agencies' multiple projects.

➞ AD VENTURE 2014 / 2015 ➞ FINALISTS

FIN

SPACE GIRLS AARHUS UNIVERSITY

Diana Nielsen, Maria Paternoga, Eva Schwendel, Laura Solcan and Julia Christine Michalczak

YOUR EVERYDAY ASTRONAUT QUOTES FROM THE JURY Good implementation through online channels, interesting to the target group.

The overall approach reflects a high degree

of rigour and intelligence. There is clear evidence of suitable research and referencing.

An excellent analysis of the target au-

dience is insightful and results in objectives that are achievable and highly appropriate to the parameters and aims of this task. The Creative message and execution is a suitable articulation of the overall strategic direction. DESCRIPTION Since most people consider astronauts as the visualisation of space, this campaign uses the image to bridge the gap between the general public’s associations and reality. This way the team aims to show the impact space exploration has on our daily life and, hence, increase the number of people who see value in space activities.

TARGET Millenials (born between 2000 and 2010) OBJECTIVE ➞ Increase awareness of the European Space Agency and of the benefirts space science has for the target group (+20 %) ➞ Change negative or neutral attitude towards space science to appreciating the benefits it provides (+15 %) ➞ Raise the level of approval for funding space

activities conducted by ESA (+10 %)

➞ AD VENTURE 2014 / 2015 ➞ FINALISTS

MP AI

VIRALITE

Alan Chan, Olga Silicheva, Sam White and Pro Tharan

LEEDS COLLEGE OF ART

VIRALITE QUOTES FROM THE JURY Good work on the background intro and target research. Nice and catchy creative insight: "We take care of the serious stuff, so you can enjoy the silly stuff"

Fun, engaging,

informative. DESCRIPTION The purpose of this campaign is to unite ESA’s 20 Member States by creating a digital platform to display the most viewed viral video of the day from each ESA country. Celebrating the ability to share will connect countries socially whilst reminding citizens of the tangible benefits of satellite technology, such as entertainment.

TARGET

Generation Y – 20-32 years old (non-gender specific)

OBJECTIVE ➞ Turn benefits of satellite technology into relatable feeling. ➞ Make the audience realise they use satellites everyday ➞ Use a medium relatable to target audience

➞ AD VENTURE 2014 / 2015 ➞ WINNER

AD V

ENT URE 2 01 4/20 15 BECAUSE.

PANTHEON UNIVERSITY Natacha Hannotiaux, Johana Pallas, Florian Jeusset and Lola van den Berg

BECAUSE WE CARE QUOTES FROM THE JURY Great understanding of the nature of the social media channels.

The idea that we know too little about someone

far away who cares about us is really original

Good me-

dia synergy! Movie and other media execution is excellent. Great, exhaustive yet attractive report. It takes a lot of work to make this such an effortless read. DESCRIPTION In a time when the priority is given to the closest sphere, this team proposes to create a sense of closeness between the target and satellites by bringing space into their intimate world. By using the popular app Tinder, they humanise the relationship with ESA and fight against preconceived ideas on space exploration.

TARGET Gen Y, students and influencers OBJECTIVE ➞ To increase brand attachment amongst the target audience by 40 % in 6 months ➞ To engage discussion on digital-mobile platforms with 10 % of the target audience over 6 months ➞ To shift the target’s perception towards satellites from “I don’t really care what they are doing” to “I realize how important they are in my daily life” by 50 % over 6 months

➞ AD VENTURE 2014 / 2015 ➞ AD VENTURE 2015 / 2016

AD VENTURE 2015 / 2016 IN AUTUMN 2015, the Ad Venture competition will launch a new challenge for students across Europe! The brief will be published by the end of September 2015 on

WWW.ADVENTURE-COMPETITION.EU . NEXT YEAR'S WINNER will be selected during the edcom May meeting 2016. Visit WWW.ADVENTURE-COMPETITION.EU to see more!

.. edcom european institute for commercial communications education

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