the CoLLeGiAte effie AWArds

Introduced in 2009 and modeled after the North American Effie competition, the Collegiate Effie Awards provides undergraduate students the opportunity to create comprehensive marketing communication cases for real world marketers.

For the 2011 Collegiate Effie competition, Effie Worldwide was proud to work with two global brands that have won their share of Effies over the years – Heineken USA and MINI USA.

2011 PsA ChALLenGe Presented By heineken UsA For the second consecutive year, Heineken USA tasked students age 21 and older with developing a public service announcement (PSA) campaign that highlighted the importance of responsible and legal alcohol consumption.

This year, students were challenged to create a consumer engagement campaign that would encourage Heineken consumers to learn, understand, download and use the Taxi Magic mobile application as an innovative option to avoid drinking and driving.

An expert panel of judges gathered in New York City, Los Angeles and Chicago in April to evaluate the collegiate submissions. After rigorous review and discussion, the following 2011 PSA Challenge submissions were selected as finalists:

•FURMAN UNIVERSITY

Team Members: Stacey Bragg, Amanda Quinton and Sara Sanders

•IOWA STATE UNIVERSITY

Team Members: Justin Lobaito, Lucas A. Droessler and Maria Borosnov

2011 BrAnd ChALLenGe, Presented By mini UsA Effie Worldwide partnered with MINI USA for the inaugural Collegiate Effie Brand Challenge competition. For this competition, students were challenged to create an integrated, multi-channel marketing campaign that drove awareness and consideration of the Countryman – the first four-door, optional all-wheel drive vehicle to join the MINI family.

Over three days in April judges from a wide range of industry disciplines gathered in New York City to select finalists who clearly demonstrated a strategic, creative and effective solution to MINI USA’s marketing challenge. The inaugural Brand Challenge competition finalists were:

•UNIVERSITY OF GEORGIA

Team Members: Thom Pulliam, Melissa King and Trent Lyle

•PORTLAND STATE UNIVERSITY

Team Members: Joe Bazeghi, Ebony Smith
and Jennifer Teeples
All finalists were invited to present their work to senior
members of the Heineken USA and MINI USA marketing
teams in May.