GM Press Releases:
12-14-2007: University of North Carolina at Greensboro team wins 2007 Chevrolet College Marketing Challenge
DETROIT - On Thursday, Chevrolet announced that the team from the University of North Carolina at Greensboro won the 2007 Chevrolet College Marketing Challenge. Students on the UNCG team were Doug Groover of Naperville, IL; Anthony Lambkin, of Brisbane, AU; Peter Kirschner of Cincinnati, OH; Amanda Bull of High Point, NC; and Jon Halso of Asheboro, NC. The 2007 College Marketing Challenge invited students to develop an integrated marketing communications plan about Chevrolet's fuel-efficient vehicles and future technologies to target the youth market, adults ages 18-30. As the winning team, University of North Carolina at Greensboro will have their creative material become part of an integrated Chevrolet campaign and have the opportunity to intern with Chevy or their agency partners.
The five finalist teams presented their integrated marketing communications plans about Chevy's Fuel Efficient vehicles and advanced technologies to the judges from Chevrolet and their agencies in Detroit on Thursday, December 13, 2007. The finalist teams hailed from University of West Florida, Fairfield University in Connecticut, Drexel University and King's College in Pennsylvania, and University of North Carolina at Greensboro. Students and their faculty advisors arrived on Wednesday and attended sessions with Chevrolet Advertising, Campbell-Ewald and McGinn MS&L to learn more about Chevy's environmentally-friendly technologies and related activities that occurred in 2007. Each of the five finalist teams will receive a cash prize for their college or university.
"It was so exciting to watch the students bring their ideas to life on Thursday. All of the teams shared great insights about 18 to 30 year-old buyers and excellent ideas about how to reach that market. The presentation from UNCG started with extensive opinion research about the target market, and built a thoughtful and creative campaign from those insights. Their team showed a deep understanding of the Chevy brand and our fuel-saving technologies," said Kim Kosak, Chevrolet General Director Advertising and Sales Promotion. "The finalists did a great job with their integrated campaigns, and we appreciate the time and effort they took to prepare for today. We want to thank all of the students who submitted their integrated marketing communications plans for the Chevy College Marketing Challenge this year," Kosak said.
The finalist teams were selected from among submissions that Chevy received this fall from colleges and universities across the country. Finalists received an all-expense paid trip to Detroit, MI to present their case studies to senior Chevrolet management and agency representatives. The submissions were evaluated based on analysis of market research, marketing strategy, promotional tactics, media plan, and creative development of ideas in the integrated marketing communications plans.