“Connect”
Brand | Product Feature | Video | News
Wall Street Journal Speculative Campaign
Semifinalist, AMA Case Competition 2023

Background
As a member of IU's 12-person American Marketing Association Case Team, I was able to write a video campaign promoting 2022-23's corporate sponsor, the Wall Street Journal (WSJ).

Objective
Engage Gen-Z college students who receive free subscriptions as students,
encouraging more consistent use during college and higher purchase rate post-graduation.

Insight
We determined that our target audience has resisted activating their free college accounts for two general reasons. The first is that they do not trust the news media. The second is that they do not see WSJ as a source of any news beyond business and finance.

Wall Street Journal
CONNECTIONS
Sixty (60) second TV/YouTube spot

PEACE OF MIND (2 VERSIONS)
Fifteen (15) second TV/YouTube spots

Execution
My 60 and 15-second spots address both of these issues directly with a clear soft sell approach, presenting WSJ as a source of various types of news, from science to technology to career information. Further, my two spots demonstrate that WSJ can be trusted across one's life span. Drawing on years of brand awareness, I show how WSJ can inspire future careers (beyond the business world), provide important info relating to those careers, and help people find those dream jobs. My video scripts also connect to an element of my case team's broader marketing efforts, adding a career services page to the website and app. The commercials support web and app activation across one's lifetime.

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