HOW TO WIN THE EFFIES IN A PANDEMIC: A BRIEF
BACKGROUND: On March 17th, University closed its doors indefinitely due to the COVID-19 pandemic. Nobody knew what was going on. We were 3 months in with 1 to go in this competition.
TARGET: Us. A team of 6, ignorantly excited (soon wore off) for cancelled school.
PROBLEM: Returning home to "hunker-down" we were spread across 3 different time zones (I was home in Hawai'i) and none of us knew how to zoom.
EFFIE'S INSIGHT: "A week's extension should be enough".
OUR INSIGHT: "Hhmmm probably not enough time for other teams , considering the chaos, but we were planning to turn our submission in a week before the original deadline anyways". And we did.
STRATEGY: Sticking to data driven insights works. Sticking to our time schedule works. Hard work works.
EXECUTION: (When invited to pitch against 1 other finalist team) Many 2am nights spent preparing/coordinating via zoom. Woke up at 4am (still on Hawai'i time) to present via zoom to a panel of IBM Executives. Win.
BONUS EXECUTION: Present to the Weather Channel App development team as well as their advertising team. Thinking it was no big deal until told that no winning team had ever been invited back to present a second time.
EFFIE COLLEGIATE NATIONAL CHAMPION
IBM x Weather Channel Brand Challenge 2020
note: this competition is under NDA so I cannot go into full detail. However, I will provide as much as I can.
MY ROLE: Conducted primary & secondary research, uncovered data-driven insights, wrote large portions of the entry form, conceptualized effective creative executions, presented to IBM executives and Effie judges.
PROBLEM: Consumers expected to be catered to with personalized and relevant content, but the weather is still being delivered as a mass, generic, data dump.
SOLUTION: Using IBM Watson, the Weather Channel App will create hyper-customized weather reports based on users' interests.
Creative reel explaining our winning idea.
A FEW EXAMPLES OF MARKETING EXECUTIONS
Digital banner ads to redirect traffic to the "Forecast For You" landing page
Weekly email subscription's weather report customized by user selected interests.