17 December 2010: Skin care company Ella Bache has a wealth of new marketing ideas at its disposal after working with Australian Catholic University (ACU) business students on a summer skin care campaign.
Second year students from the North Sydney Campus formed themselves into advertising agencies – complete with CEO, creative and media roles – and worked on designing the three month campaign.
Their brief was supplied by Alex Pemberton from Ella Bache, and followed up with several question and answer sessions. At the end of the project the student agencies pitched their ideas to the Ella Bache team.
Peakhurst resident and ACU student Mark Pearson said working with Ella Bache was a fantastic experience, and provided students with a realistic take on the excitement, work, and pressures that come with working on a campaign.
“The hardest part was probably narrowing down all our idea, but the Ella Bache team gave us great feedback on where we had got it right and where we could improve,” he said.
“I would say the main thing I learnt was that listening to the client and understanding the brief is crucial to success, some of the teams didn’t follow it as well and this really hindered their success.”
A total of 14 pitches were made, with the winning team’s campaign ideas well integrated with social networking sites, and designed to build interest among a younger demographic.
Business lecturer Dr Al Marshall said working on real briefs gave students the chance to integrate theory with practise, and develop links with industry.
“Last year we worked on a similar project with Autism Spectrum Australia, and we’ve found that it’s not only the students that benefit, but the client as well,” he said.
“Elle Bache now has access to a pool of ideas from some 120 students, with many having the potential to get real traction in the highly competitive skin care market.”
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