Texas Tech Ad Team Wins Regional Competition in Houston
April 30, 2009
Team members will compete nationally against teams from 14 other districts this June
in Washington, D.C.
Texas Tech Advertising Federation, a student chapter of the American Advertising
Federation, won the 10th District Competition of the National Student Advertising Competition held April 23-24
For winning the district, team members will compete nationally against teams from
14 other districts this June in Washington, D.C.
The university's team of 18 students worked on an alcohol consumption awareness campaign
aimed at college-age students for the Century Council, a national non-profit organization
that fights to eliminate drunk driving and underage drinking.
Texas Tech's campaign revolved around "Really? You call the shots" as a tagline.
The team competed against 15 other universities in the district, which covers Texas,
Oklahoma, Arkansas and Northwest Louisiana. In competition, five presenters gave a
20-minute presentation on the campaign to four judges.
Shannon Bichard, an associate professor of advertising and faculty advisor for the
ad federation, said this was the first time since the late-1980s that Texas Tech has
won the district competition. The university won nationals in 1984.
"The whole campaign centers around 'you call the shots,' " Bichard said. "The 'really'
is used kind of sarcastically in the way students use the word. It resonates with
them without being authoritative. They agreed they thought this would really make
the target audience think about ordering another drink if someone at the bar turned
to them and asked 'really' in a sarcastic way. "
Stephanie Foster, junior advertising major from College Station, served as the campaign's
account executive. She said it was difficult to create a campaign that would cut through
the noise and catch the attention of a target group used to tuning out obvious advertising
"I can't tell you how many concepts we've gone through," Foster said. "We've been
working on this since September. Getting college students not to drink is hard. They're
just going to do it anyway. We thought that we've heard 'don't drink and drive' all
our lives, but no one's ever said 'just be responsible when you drink.' No one's ever
really said 'keep your number of drinks in mind. Don't be that guy.' So, through tons
of concepts we found something the target message could relate to. It wasn't just
eye-catching or funny."
Find Texas Tech news, experts and story ideas at www.media.ttu.edu.
CONTACT: Shannon Bichard, associate professor of advertising, College of Mass Communications,
Texas Tech University, (806) 742-3385 ext. 260, or firstname.lastname@example.org, Stephanie Foster, student account executive, Texas Tech University, (979) 412-2793 or email@example.com.