ORLANDO, Fla. — State Farm ® was inspired by the 2010 National Student Advertising Competition (NSAC) first place winners from Chapman University’s ‘feel FREE’ campaign which addressed the marketing challenge given by State Farm. Chapman University’s team was selected as the national champion from amongst the 145 university and colleges that competed in the 2010 NSAC. The NSAC is considered the premier student advertising competition in the nation and is an annual competition that engages the best and brightest collegiate advertising minds nationwide to create an integrated marketing campaign for a national advertiser.
This is the 37th year of the NSAC and State Farm, the 2010 sponsor, challenged AAF college chapter members to create a marketing communications plan that would enable State Farm to maintain their position as the leading property and casualty insurance company in the U.S., as well as attract and retain a larger portion of the estimated 33-million, young adult, 18-25 year old market.
“The creativity and passion these students brought to the competition and to the State Farm brand was outstanding. From research to idea to execution to measurement… every one of these teams took a business challenge and brought to life some very compelling solutions, ” said Tim Van Hoof, State Farm Marketing Director. “State Farm is always looking for ways to connect with the vibrant young adult audience. Working with the AAF allowed us to go directly to the next generation of talent and tap into some very fresh thinking that will definitely influence our future communications to young adults. I commend each of the participants for their great work, and I congratulate Chapman University on their award winning work” stated Van Hoof.
Chapman University, from AAF’s District 15, was one of 19 teams to advance to the Finals in Orlando and present their campaigns to State Farm’s senior marketing executives and their agency partner. The second through fourth placed teams are Texas State University-San Marcos; The University of Wisconsin- Madison; and The University of Nebraska- Lincoln (respectively).
2010 NSAC Final Judges: Tim Van Hoof – Director of Marketing, State Farm
Greg Sutter – Manager, State Farm
Jason Peterson – Senior Partner, Executive Creative Director, Translation
Additionally, Syracuse University received a $1,500 grant from iStockphoto for their use of imagery in the campaign plans book and presentation. Ad-ology awarded The George Washington University a $1,000 grant on their use of market research. The Nielsen Company, Experian Simmons Consumer Research and SRDS also provided access to their resources to enable the NSAC team members to create accurate advertising and marketing recommendations.
The following finalists represent 19 of the AAF’s 15 districts. Due to their size, AAF Districts 2, 6 and 10 host two competitions and subsequently send two teams to the national finals.
2010 NSAC Finalists Boston University – District 1
Syracuse University – District 2
The George Washington University – District 2
University of Virginia – District 3
Florida State University – District 4
Marshall University – District 5
Butler University – District 6
Purdue University- Calumet – District 6
SCAD – District 7
University of Wisconsin- Madison – District 8
University of Nebraska- Lincoln – District 9
Texas State University-San Marcos – District 10
University of Houston – District 10
University of Oregon – District 11
The Art Center Design College Tucson – District 12
Chaminade University of Honolulu – District 13
University of Nevada-Reno – District 14
Chapman University – District 15
Ball State University – Wildcard
About State Farm®:
State Farm insures more cars and homes than any other insurer in the U.S., is the leading insurer of watercraft and is also a leading insurer in Canada. State Farm’s 17,700 agents and more than 67,000 employees serve 81 million policies and accounts – almost 79 million auto, fire, life and health policies in the United States and Canada, and nearly 2 million bank accounts. State Farm Mutual Automobile Insurance Company is the parent of the State Farm family of companies. State Farm is ranked No. 34 on the Fortune 500 list of largest companies. For more information, please visit www.statefarm.com or in Canadastatefarm.ca.
The American Advertising Federation:
The American Advertising Federation (AAF), headquartered in Washington, D.C., acts as the “Unifying Voice for Advertising.” The AAF is the oldest national advertising trade association, representing 40,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the country. Through its 214 college chapters, the AAF provides 7,500 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has nearly 100 blue-chip corporate members that are advertisers, agencies and media companies, comprising the nation’s leading brands and corporations. For more information, visit the AAF’s Web site at www.aaf.org.