A group of Concordia University marketing students gave a presentation to Heineken executives April 25 in New York City as part of the 2013 Collegiate Effie Heineken USA PSA Challenge.
Sponsored by the American Marketing Association through Effie Worldwide, students were challenged to develop a strategic marketing campaign and public service announcement that positions the Heineken USA brand as the progressive upscale leader in responsible consumption through the promotion of smart, safe choices and moderation.
The campaign created by senior marketing majors Kareem Elghorab (’13), Nicco Montgomery (’13) and Conor McDougall (’13) is titled “The Responsibility is Yours: Be the Example”. The semester-long project was part of a marketing strategy class taught by assistant professor Dr. Nancy Harrower.
Design major Kelly Hagenson (’13) assisted with the project, creating graphics for the team’s advertisement.
Concordia’s team is one of two finalists selected to travel to New York City, joining a team from Iowa State University. The winning group will receive a $3,000 award from Heineken USA, while the runner-up will receive $1,500.
The Effie Awards were founded in 1968 as an awards program to recognize the most effective advertising efforts in the United States. The Collegiate Effie competition was established in 2010.
Concordia was a top-five finalist in the 2012 challenge, earning honorable mention honors.
UPDATE: Concordia's team placed runner-up after a close vote at the conclusion of presentations to Heineken executives April 25.
More information about the Collegiate Effie PSA Challenge can be found here.