Student campaign hits the sweet spot

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A new Sucaryl campaign developed by AUT Adschool students, working with Wilson Foods, The Business marketing agency, and QMS Media, have created a new OOH campaign to relaunch low calorie sweetener, Sucaryl.

The campaign was created as part of the AUT course where students are divided into seven teams to work on a live advertising brief from a client. The process runs much like a new business pitch, starting with a detailed briefing from Wilson Foods marketing & business development manager Susan Harvey.

“With summer fast approaching we were looking to develop a campaign that would resonate with customers who were looking to manage their calorie intake post-Christmas,” Harvey says. “We wanted the campaign to focus on the message of healthy lifestyle, great taste with fewer calories and raise awareness for the Sucaryl brand.”

Assisting her with the brief were Ben Cochrane and Craig Farndale from The Business, and QMS Media insight & innovation director Rupert Fenton.

After working on the brief for three weeks, the teams presented their concepts to the client, agency and media owner. Emily Fly, Spencer Fotu and Rebecca Wyatt were judged to have created the winning campaign.

Their concepts were then presented to supermarket buyers who were pleased to see this type of support for the brand. The campaign went live in January 2017 on digital billboards and bus backs across Auckland and Wellington.

“With the warmer weather upon us and people out and about, it was the perfect time to be out in the market,” said Susan Harvey. “The winning design looked great and stood out well on the back of buses and billboards. I enjoyed being part of this process and we achieved some great results.”

Since graduating from AUT, Fotu and Wyatt have been snapped up by as the first creative team at the recently formed K Rd agency ContentCorp, while Fly has gone client-side and has been hired as marketing executive by CC Group.

“This is yet another example of a live brief from our industry supporters resulting in published student work – something we try to make an integral part of the course,” said Paul White, Creative Director at AUT Adschool.

AUT and QMS Media (formally iSite Media) have been working together since 2013 on live advertising projects that have resulted in campaigns for Youthline, The Pullman 5 Star Hotel (Auckland), Vitafresh and now Sucaryl.

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