Ad Team takes second in AAF Competition

The Palmetto Group, the J-School's Ad Team, took second place in the American Advertising Federation Third District National Student Advertising Competition in Charlotte on April 25. The team competed against eight schools vying for the district title, presenting their integrated communications campaign, “Open Up,” for American Online Instant Messenger (AIM).

The AAF Third District is comprised of member advertising agencies and schools in North Carolina, South Carolina and Virginia. This year’s NSAC sponsor was AOL, a global leader in Web-based businesses. The teams were challenged to create a national advertising campaign for AIM, from the information outlined in a case study provided last October.

In addition to the University of South Carolina, Third District competitors included University of Virginia, Washington & Lee, University of North Carolina, Appalachian State, Radford, Liberty and Wake Forest Universities. District first place went to University of Virginia, who competes against other district winners June 8 at the AAF National Convention in Atlanta, GA.

Each team was tasked to do their own research, develop their own creative strategy, media strategy and plans, and present their recommendations to AOL and American Advertising Federation judges in a formal pitch in Charlotte. The schools had eight months to field research, prepare their campaign plans book and create a multi-media presentation.

The Palmetto Group’s much-lauded campaign invited viewers and readers to “Open Up” to AIM. That tagline anchored a $25 million dollar national campaign that included interactive print ads, cinema spots, viral and guerilla efforts, phantom concerts, a user-generated animation contest and other innovative creative and media tactics. All efforts underscored the team’s recommendation to position the AIM brand as the most creative social network. The campaign was based on substantial research conducted by the students that included more than 1,500 surveys from 35 states, seven focus groups, and one-on-one interviews with two social media experts, Duncan Riley and Danah Boyd.

The Palmetto Group’s adviser, Professor Karen Mallia said, “The students were insightful, creative and worked extremely hard this semester—literally hundreds and hundreds of hours. While we all wish we had taken the top spot, our 13 students were absolutely amazing, and heroic—considering that they were up against an experienced team that outnumbered them by more than 3 to 1. I am especially proud that the team received the acclaim of numerous competitive teams and advisers, and were highly praised by the AOL client for their outstanding campaign idea and presentation.”

The USC Ad Team included twelve full-time member—Hunter Clawson, Jr., Katie Coughlin, Wetherly Collins, Katelyn Crawley, Ellie France, Missiaen Jenkins, Alyson LaVigne, Kelly Mullinax, Christina Penteado, Samantha Rutkowski, Jordan Smith and Jason Talbot—and one part-time participant, Katherine Kuszmaul.

“I know that all the students worked very hard to achieve this fantastic finish. We are very proud of them and appreciate their efforts,” said Dr. Shirley Carter, director of the School of Journalism and Mass Communications at USC.

The University of South Carolina has participated in the AAF’s National Student Advertising Competition for 36 years. USC has a strong track record in the NSAC, placing among the top finishers 18 times in the Third District, placing in the top four positions for nationals on six occasions, and taking one national win.