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Looking Glass Advertising (the agency created by our group) was given the task of launching a campaign to promote the new URL for the University of Texas's premier student bookstore, The University Coop. As the largest university in the nation at the time, our primary goal was to bring recognition and traffic to the site. The secondary goals featured increasing sales and repositioning the company in a better image in light of the closings of competing bookstores and the 'monopolistic' controversies held by many observers around that time.
As the dot com guru of the group, I handled most of the tasks with media buying, planning, and creative for the online portion. While researching online advertising costs, I came across Google's new pay-per-click ad plan, which at the time was extraordinary. Working closely with the media coordinator, we devised an entire 6 month campaign involving traditional media (magazines, newspapers), online media (four related websites), and point-of-purchase options.
For the creative, I worked closely with the group's creative director to identify the target demographic we were trying to reach and the perspective our ads would take. From that, I took the same message to create the ads that would be used for our online advertising plan.
After which, with PageMaker, I took all the work done for the project, revised all the content so that the documention would speak in one voice yet maintain the vision and integrity of the group, and laid out all the documention for the presentation.
Although our presentation pitch did not win the client, our documention was deemed the best of all the groups participating due to the sheer amount of research and how thorough all the information presented our case. |
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Gazpacho Ad Agency (the second agency created) needed to create a campaign to help launch the new 3G cell phone technology found at the time only at Radio Shack. As an art director this time around, we settled on a campaign that emphasized the company's tagline: "You've got questions. We've got answers." We placed the product in classical settings of information gathering only to receive no results, ultimately leading the audience back to the company for answers. Rather than sell the product/service itself, we took on the perspective that the technology was already available and being so new, would obviously generate questions to which we directed where those questions should be asked.
Such scenarios included a seance, a magic 8-ball, and an automated fortune-teller.
Once again, the documentation and layout fell onto my lap. With Pagemaker, I assembled all the ideas generated by the group into one comprehensive package.
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