May 26, 2006
: The Creative Edge Advertising Club team placed second in the nation!
May 2, 2006
“The Cadillac of…,” a multi-media advertising campaign created by team Car Ram Rod of Morningside College’s Creative Edge Advertising Club, was recently selected as one of the top two finalists in the Cadillac National Case Study Competition.
Members of the team will present the campaign in the final round of judging on Thursday, May 25, at Cadillac Headquarters in Detroit, Mich. Top executives from Cadillac, Leo Burnett, a leading global marketing communications agency based in Chicago, Ill., and edVentures Partners of Orinda, Calif., the company who sponsored the competition, will participate in the final judging. (All photos courtesy of team Car Ram Rod from Morningside's Creative Edge Ad Club.)
Students on team Car Ram Rod include: Brice Farley, senior from Woodbine, Iowa; Nikki Kent, senior from Sioux City; Maria Thietje, senior from Sioux City; Megan Wunsch, junior from Garner, Iowa; and Zachary Zalewski, senior from Lincoln, Neb.
Dr. Pam Mickelson, professor of business administration and economics, is the faculty advisor for the ad club.
“Throughout this competition process, I could tell our students were doing all the right things in researching the target, understanding the Cadillac brand, and subsequently formulating a creative strategy that would turn heads,” said Mickelson. “To have it recognized as one of the top two in the country is about as good as it gets. This says a lot about our students and what we can do here at Morningside.”
Teams of students from 45 different undergraduate and 16 different master’s level business programs in colleges and universities from across the country and Canada participated in the competition. Undergraduate teams represented Dartmouth College, Clemson University, Purdue University, University of Michigan, University of Southern California, the United States Military Academy, and the University of Windsor in Canada, just to name a few.
First-place and second-place winning teams in both undergraduate and master’s degree categories will be awarded $3,000 and $1,000, respectively. Cadillac will also select one student from the final four teams to be awarded an internship with Leo Burnett.
Team Car Ram Rod’s tag line “The Cadillac of…” is completed with several words including “Technology,” “Innovation,” “Safety,” and “Hope.” The multi-media branding campaign is designed to bring a specific target market to the Cadillac brand. The campaign received total scores of 100 out of 100 and 96.5 out of 100 in preliminary rounds of judging.
The tagline was the brainchild of Zalewski, who gives credit to his father.
“My dad often used that to describe other products when I was growing up,” he said. “This was the ‘Cadillac’ of that. In my team’s research, we learned that the SRX
was chosen as the Luxury SUV of the Year three years in a row by ‘Car and Driver’ magazine. That’s when it hit me—SRX could be the ‘Cadillac of SUVs.’”
The entire Creative Edge Advertising Club will travel to Detroit for the final round of judging. Kyle Ortegren, senior from Omaha, Neb., and Stephanie Reis, senior from Denison, Iowa, are co-presidents of the Creative Edge Advertising Club and provided direction for the Morningside teams.
Additional members of the Creative Edge Advertising Club and their associated teams for this campaign include:
Team CKOB: Laura Andersen, junior from Omaha, Neb.; Matt Armstrong, senior from Bassett, Neb.; Grant Garbe, senior from Sioux City; Jason Penke, senior from Papillion, Neb.; and Kayla Wibben, senior from Ellsworth, Minn.
Red Team Go: Reis; Christopher Johnson, senior from Lincoln, Neb.; Melissa Keiper, junior from Lennox, S.D.; Debbie Noble, junior from Louisburg, Kan.; and Rick Samuelson, senior from Sioux City.
Team Clutch: Ortegren; Christopher Bartels, senior from Sterling, Neb.; Tim McCabe, senior from Lincoln, Neb.; Lisa Schoenberner, junior from Crofton, Neb.; and Trent Siebecker, senior from Superior, Neb.
This is the first year Morningside students have worked with edVenture Partners for an advertising campaign. The marketing education consultancy group specializes in bringing together industry and education for mutual collaboration, partnership, and benefit.