A team of 31 advertising and marketing students placed first in the finals of the National Student Advertising Competition on May 30 in Boca Raton, Fla.
The competition, hosted by the American Advertising Federation and sponsored by cosmetic company Mary Kay, featured 140 teams from various colleges and universities across the country. Teams were challenged to develop $10 million proposals for a national, fully-integrated marketing campaign for Mary Kay aimed at 18- to 25-year-old women.
Each finalist team pitched its campaign in front of a group of Mary Kay senior marketing executives. Purdue Calumet’s “Beauty Goes Soul Deep” campaign focused primarily on pitching the importance of what Mary Kay does to relate to its customers values and less on the actual product, which the team believed helped make the pitch stand out.
The team was led by university marketing instructor Matt Hanson who directed and mentored the students throughout the competition. Hanson teaches Purdue Calumet’s Marketing 42900 Advertising Campaigns course, in which students prepared for the competition. Under Hanson’s instruction, Purdue Calumet student teams have now advanced to the national competition finals in four of the past five years.