EACAAD VENTURE2014 / 2015

european institute for commercial communications educationedcom..

PUBLIC AWARENESS CAMPAIGN ABOUT THE BENEFITS WHICH SPACE EXPLORATION BRINGS TO THE DAILY LIVES OF EUROPEAN CITIZENS.

➞ AD VENTURE 2014 / 2015

➞ AD VENTURE 2014 / 2015

➞ INTRODUCTION

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INTRODUCTIONAD VENTURE 2015 COMPETITION BRIEF

In 2007, the European Association of Communications Agencies (EACA) created the European Institute for Commercial Communications Education (edcom) which now brings together 48 schools and universities with senior practitioners in the communications industry throughout Europe.

REAL-WORLD EXPERIENCE The purpose of edcom is

to develop projects driven by agencies and aca-

demia to facilitate students’ professional insertion.

The pan-European Ad Venture competition chal-

lenges students to form a “virtual” agency and

prepare a campaign in response to a specific brief.

In 2014/2015, 73 student teams from 15 countries

took part in the competition.

THE CHALLENGE The challenge of this edition was

to raise awareness about the benefits which

space exploration brings to the daily lives of

European citizens.

BACKGROUND European countries now build and

launch some of the most important rockets and

satellites in the world. Even though one of the

first aspects of space technology that comes to

mind is travelling around Mars or going to the

moon, there are many less known applications

of space technology which bring benefits to our

lives that would not otherwise be possible: check-

ing our email on the train, watching satellite TV,

consulting the weather forecast or following the

instructions of our car navigation system.

Accurate and timely data from observation sat-

ellites provide key information services to im-

prove the way the environment is managed, help

mitigate the effects of climate change, enable

the creation of new applications and services

for citizens and businesses, and safeguard every-

day lives.

From intelligent textiles to car safety and from

medical innovations to novel engineering solutions,

European citizens are surrounded by technology

that originated from space exploration and is now

generating profits for businesses and benefits for

consumers in a multitude of other sectors.

Satellites are 36,000 km up in the sky and orbit

around the Earth every 12 hours. There are ap-

proximately 3,000 satellites operating in Earth’s

orbit (ESA has designed, tested and operated more

than 70 satellites so far).

TARGET The target audience is the general public of

the 2o ESA member states, soon to become 22 (Aus-

tria, Belgium, Czech Republic, Denmark, Finland,

France, Germany, Greece, Ireland, Italy, Luxembourg,

The Netherlands, Norway, Poland, Portugal, Ro-

mania, Spain, Sweden, Switzerland and the Unit-

ed Kingdom). However, our ‘bullseye’ audience is

'the Gen Y’s’ (born 1980–1994 – ie 20–34 year olds)

as these are the people who are most vocal in the

digital space about their future world.

Currently, they are not aware of all the positive

day to day impacts that satellite technology has

made to their lives (or the world as a whole). If

challenged, they often feel that money spent in

space would be better spent on Earth, helping

protect the environment, or providing better

healthcare and education. the reality and mind-

set we need to shift to is that money spent in

space is having a profound and beneficial effect

on our world down here.

Thus, ESA want them to realise that, despite the

high cost, there is a tremendous return to the

community in terms of jobs, technical know-how,

scientific knowledge and other spin-offs. There-

fore, the key objective of the campaign is to

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convince people that our world is better with than

without space exploration, and as a result, gain

their support for its continued funding.

CLIENT The European Space Agency (ESA) is Eu-

rope's gateway to space. Its mission is to shape the

development of Europe's space capability and en-

sure that investment in space continues to deliver

benefits to the citizens of Europe and the world.

Exploring the universe and sending satellites and

humans into space are among the major chal-

lenges for developed nations in the 21st century.

This is why 20 European countries have been

pooling resources for over 40 years, putting Eu-

rope at the forefront of space science, technology

and applications. These breakthroughs benefit

Europe’s citizens by providing them with abun-

dant services which optimise their daily lives.

NINJA MENNING, Head of the ESTEC Communication Unit,

European Space Agency

«Participating in the Ad Venture Competition was a fantastic experience for the European Space Agency. Engaging the young

generation in space activities is something that is very close to our heart. The campaigns the students have created show how important

space is for our daily life. Congratulations to all of them, very well done!»

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➞ AD VENTURE 2014 / 2015

➞ THE JURY

THE JURYTHE AD VENTURE STUDENT COMPETITION IS JUDGED IN THREE ROUNDS:

JURY ROUND ONE The first round is conducted on-

line and selects the 10 best campaigns overall.

In 2014/2015, the competition brought together

60 judges from 20 countries and with a variety

of backgrounds: agency professionals, academ-

ia, EU officials and the European Space Agency.

JURY ROUND TWO In the second round, the jury

members select three finalists from the ten re-

maining campaigns.

ROUND TWO JUDGES

MARCUS WILDING

Client Leader for Unilever, Mindshare

RAPHAEL BRINKERT

Managing Partner, Jung von Matt

ISABELLE VAN TOMME

International Coordinator,

Howest University College

NENAD BOGDANOVIC

Vice Dean, University College of Agora

JULIEN HARROD

Editor Human Spaceflight,

European Space Agency

MARGHERITA BUOSO

Head of ECSAT Communication Unit,

European Space Agency

JURY ROUND THREE The three finalists are invited

to compete against each other and present their

campaign during the edcom May meeting. Their

campaigns are assessed based on the proposed

strategy, the key creative insight and the creative

execution.

CHAIR OF JURY

EMMA HIPEAU

Director of Human Resources, DigitasLBi

ROUND THREE JUDGES

JEAN-PAUL BRUNIER

CEO, Leo Burnett

MICKY DENEHY

Principal, EACA International School

of Advertising & Communications

JOHN HUDSON

Lecturer, Staffordshire University

MONIQUE GERRITSEN

Lecturer, EPHEC

NINJA MENNING

Head of the ESTEC Communication Unit,

European Space Agency

GENEVIEVE PORTER

Multimedia Production Assistant,

European Space Agency

➞ AD VENTURE 2014 / 2015

➞ RUNNERS UP

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ALLOYBOURNEMOUTH UNIVERSITYAbbie Cooper, Georgie Winston-Bray,

Victoria Moemeke, Callum Nixon

CLOSER THAN YOU THINKQUOTES FROM THE JURY

Very good situational analysis and graphical presentation

of the document. Integrated approach with key insights at

the heart of communication, creative and media strategies.

Well researched and carefully outlined; very professional

strategy.

DESCRIPTION This campaigns aims to raise awareness about space exploration

amongst the Gen Y, Oblivious Digitalites, by changing their perspective

and proving that “satellites allow people to watch, learn and commu-

nicate daily, truly enabling their digital life”.

TARGET The “Oblivious Digitalites” – unaware, unappreciative and dependant.

OBJECTIVES ➞ To raise prompted awareness of ESA from 34% to 60 % by campaign

week 20. ➞ To raise unprompted awareness of the benefits that satel-

lites bring to the European public by an 80% increase by campaign

week 52. ➞ To alter the current perception that the European public

has of “the space sector being primarily about space travel” to a wider

understanding that reflects ESA’s true purpose by a 60% increase by

campaign week 52.

RUNNER UP

➞ AD VENTURE 2014 / 2015

➞ RUNNERS UP

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GAME MAKERSHOWEST UNIVERSITY COLLEGEStijn Vandendriessche, Jani Parmentier,

Jan Tricot and Charlotte Bocksruth.

THE SPACE GAMESQUOTES FROM THE JURY

Excellent proposal and very well presented. Good anal-

ysis of the Y generation and how space can be made relevant

to them. Media is suitably selected in the development of

the proposed plan. Rigour is clearly evident in executional

elements, particularly in the 'Space Games'.

DESCRIPTION This team proposes to go back in time and deprive the target audience

from any kind of new technologies to recreate a world without any of

the benefits we get from space exploration. A team of two people from

each of the participating countries is sent to the Black Forest and faced

with tough challenges which they need to overcome without the help of

technologies while the audience watches them through live stream.

TARGET Generation Y, which they defined as being by far the most active user

group online.

OBJECTIVE ➞ To highlight the crucial role satellites in orbit play in many everyday

activities which are often taken for granted. More specifically: ➞ To

raise awareness about what space exploration is amongst the target

audience by 30% within the first month of campaign launch, and by

50% over a five-month period. ➞ To shift the target audiences’ mind-

set regarding the funding of European space exploration from “the

money spent in space would be better spent on Earth” towards “the

money spent in space is having a profound and beneficial effect on our

world down here” by a total of 60% over the five-month campaign. ➞

To educate 40% of the target audience during the five-month campaign

about the crucial role satellites in orbit play in many everyday activi-

ties which are often taken for granted.

RUNNER UP

➞ AD VENTURE 2014 / 2015

➞ RUNNERS UP

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GERT LUSHBOURNEMOUTH UNIVERSITYKate Isaacs, Joshua Gorman,

James Bayani and Emma Worth.

GERT LUSHQUOTES FROM THE JURY

Excellent strategy (questions asked by gen. Y, nostalgia as

a means to reach them). Emotional but also educational Video is effective and implemented brilliantly Very practical

and down to earth.

DESCRIPTION This campaign uses nostalgia to inspire, educate and captivate the

hearts and minds of the general public throughout Europe with a view

to show them how important satellite technology is for life on Earth

and how often satellites are used in citizens’ day-to-day activities.

TARGET Generation Y

OBJECTIVE To educate Generation Y on the benefits that satellites provide to their

lives and society in a creative, engaging and emotive way.

RUNNER UP

➞ AD VENTURE 2014 / 2015

➞ RUNNERS UP

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MAADUNIVERSITY OF LEEDSJacko Van Dijke, Kamala Ram,

Raúl Garduno Díaz and Max Williamson

ONE DAYQUOTES FROM THE JURY

Insightful and realistic strategy; dealing with the general

attitude that a lot of money is spent and wasted. Clearly set

and measurable goals, step by step with awareness of tools to

survey and measure. Solid strategy backed up by a unique,

inventive and creative insight, which is well executed in an

attractive, fun and effective campaign.

DESCRIPTION By creating an ambitious vision of the future based on a combination of

science fiction and aspirations of gen Y, this campaign aims to highlight

the possibilities of the future through space technology and exploration.

TARGET Generation Y (20-34 years old).

OBJECTIVES ➞ A mass collective views of 2 million across all videos released on

YouTube as part of the “One Day” campaign. ➞ Increase number of

followers of the official ESA Twitter (@esa) account by 5%. ➞ Generate

10% additional page views of ESA’s official home page by the end of

campaign schedule. ➞ Increase time spent by each unique visitor on

ESA’s official website by 5 minutes.

RUNNER UP

➞ AD VENTURE 2014 / 2015

➞ RUNNERS UP

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MIND CHEFISTANBUL BILGI UNIVERSITYDilge Yildirim, Sila Arslan,

Buse Sayan and Ozge Erten

INVISIBLE HEROESQUOTES FROM THE JURY

The choice of multiple channels and especially social media

shows true understanding of where the target group is present

and eager or willing to receive and share interesting informa-

tion. The creative concept of human heroes gives the com-

munication a human interest aspect bringing the content down

from abstract/unreal to something much more tangible. It

connects all aspects from consumer insights to the creative

strategy and the execution.

DESCRIPTION This campaign demonstrates the crucial role of ESA’s discoveries and

inventions in our daily lives by portraying ESA’s employees as “invis-

ible heroes”. This is based on the insight that citizens do not actual-

ly know who invents most of the technologies we use on a daily basis.

TARGET Generation Y: considered to be competitive, innovative, sensitive, cu-

rious, realistic, honest, tech savvy and independent.

OBJECTIVE The aim of the campaign is to show how the European Space Agency

fosters knowledge, innovation, competitiveness and sustainable

growth for the world.

RUNNER UP

➞ AD VENTURE 2014 / 2015

➞ RUNNERS UP

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OPEN SPACEECOLE SUPÉRIEURE DE PUBLICITÉ (ESP)Floriane Chavigneau, Naomie Nsana,

Christophe Huynh and Marion Réau

#WHAT IFQUOTES FROM THE JURY

Nice interaction with the audience, use of multiple digital

formats, clear idea and good insight. This is a very well-

thought and worked through document, well presented and

well written. Good creative insight – based on target groups’

actual needs and interests.

DESCRIPTION This team intends to promote the crucial role of satellites and space

research by showing their continuous presence in Gen Y’s daily lives.

By means of a website and social media, the team will have youngsters

talking about space, understanding space exploration benefits and

sharing it with friends.

TARGET Students and young professionals (18–25 year old)

OBJECTIVE ➞ Let people know what space exploration does for them on a daily

basis (prevention of risks, the weather, the network, telecommunica-

tions, security…) ➞ Make people understand that the money spent in

space exploration is, and will be, more beneficial to Europeans than if

it was spent on Earth. ➞ Sensitize Europeans to space exploration and

make them take an interest in satellites.

RUNNER UP

➞ AD VENTURE 2014 / 2015

➞ RUNNERS UP

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SPACE RANGERSECOLE SUPÉRIEURE DE PUBLICITÉ (ESP)Jérémy Bouchemal, Christophe Hirtz,

Raphaëlle Fustier and Malak Benbouzyane

WAS IT REALLY BETTER BEFOREQUOTES FROM THE JURY

Funny creative concept and good visual effects Good de-

velopment of the strategy and the tactical proposals Simple

and clear campaign Nice logo and innovative game idea.

DESCRIPTION Having discovered some nostalgia for the past amongst digital natives,

this campaign aims to bring back the interest for space on Earth by

showing them how space exploration has changed and improved

their daily life. Under the motto “better than yesterday, more for to-

morrow”, the team shows the constant evolution of space exploration

through time and its impact and benefits.

TARGET Digital natives (18–34 years old)

OBJECTIVE To show how spatial exploration fosters knowledge, innovation, com-

petitiveness and sustainable growth in the world by: ➞ Making the

European community know the usefulness and the global activity of

space research. ➞ Legitimating the investments for the realization of

the space agencies' multiple projects.

RUNNER UP

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➞ AD VENTURE 2014 / 2015

➞ FINALISTS

SPACE GIRLSAARHUS UNIVERSITYDiana Nielsen, Maria Paternoga, Eva Schwendel,

Laura Solcan and Julia Christine Michalczak

YOUR EVERYDAY ASTRONAUTQUOTES FROM THE JURY

Good implementation through online channels, interesting to

the target group. The overall approach reflects a high degree

of rigour and intelligence. There is clear evidence of suitable re-

search and referencing. An excellent analysis of the target au-

dience is insightful and results in objectives that are achievable

and highly appropriate to the parameters and aims of this task.

The Creative message and execution is a suitable articula-

tion of the overall strategic direction.

DESCRIPTION Since most people consider astronauts as the visualisation of space,

this campaign uses the image to bridge the gap between the general

public’s associations and reality. This way the team aims to show the

impact space exploration has on our daily life and, hence, increase the

number of people who see value in space activities.

TARGET Millenials (born between 2000 and 2010)

OBJECTIVE ➞ Increase awareness of the European Space Agency and of the bene-

firts space science has for the target group (+20 %) ➞ Change negative

or neutral attitude towards space science to appreciating the benefits

it provides (+15 %) ➞ Raise the level of approval for funding space

activities conducted by ESA (+10 %)

FINALIST

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➞ AD VENTURE 2014 / 2015

➞ FINALISTS

VIRALITELEEDS COLLEGE OF ARTAlan Chan, Olga Silicheva,

Sam White and Pro Tharan

VIRALITEQUOTES FROM THE JURY

Good work on the background intro and target research.

Nice and catchy creative insight: "We take care of the se-

rious stuff, so you can enjoy the silly stuff" Fun, engaging,

informative.

DESCRIPTION The purpose of this campaign is to unite ESA’s 20 Member States by

creating a digital platform to display the most viewed viral video of

the day from each ESA country. Celebrating the ability to share will

connect countries socially whilst reminding citizens of the tangible

benefits of satellite technology, such as entertainment.

TARGET Generation Y – 20-32 years old (non-gender specific)

OBJECTIVE ➞ Turn benefits of satellite technology into relatable feeling. ➞ Make

the audience realise they use satellites everyday ➞ Use a medium

relatable to target audience

FINALIST

CAMPAIGNS

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➞ AD VENTURE 2014 / 2015

➞ W

INNER

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➞ AD VENTURE 2014 / 2015

➞ W

INNER

BECAUSE.PANTHEON UNIVERSITYNatacha Hannotiaux, Johana Pallas,

Florian Jeusset and Lola van den Berg

BECAUSE WE CAREQUOTES FROM THE JURY

Great understanding of the nature of the social media

channels. The idea that we know too little about someone

far away who cares about us is really original Good me-

dia synergy! Movie and other media execution is excellent.

Great, exhaustive yet attractive report. It takes a lot of work

to make this such an effortless read.

DESCRIPTION In a time when the priority is given to the closest sphere, this team

proposes to create a sense of closeness between the target and satel-

lites by bringing space into their intimate world. By using the popular

app Tinder, they humanise the relationship with ESA and fight against

preconceived ideas on space exploration.

TARGET Gen Y, students and influencers

OBJECTIVE ➞ To increase brand attachment amongst the target audience by 40 %

in 6 months ➞ To engage discussion on digital-mobile platforms with

10 % of the target audience over 6 months ➞ To shift the target’s per-

ception towards satellites from “I don’t really care what they are do-

ing” to “I realize how important they are in my daily life” by 50 % over

6 months

2014/2015

AD VENTURE

➞ AD VENTURE 2014 / 2015

➞ AD VENTURE 2015 / 2016

AD VENTURE 2015 / 2016IN AUTUMN 2015, the Ad Venture competition will launch

a new challenge for students across Europe! The brief will

be published by the end of September 2015 on

WWW.ADVENTURE-COMPETITION.EU.

NEXT YEAR'S WINNER will be selected during the

edcom May meeting 2016.

Visit WWW.ADVENTURE-COMPETITION.EU to see more!

EUROPEAN SPACE AGENCY

ESA HQ-Mario-Nikis

8–10 rue Mario Nikis

75738 Paris Cedex 15, France

+33 (1) 53697654

ContactESA@esa.int

WWW.ESA.INT

EUROPEAN ASSOCIATION OF COMMUNICATONS AGENCIES

Boulevard Brand Whitlock 152

1200 Brussels, Belgium

communications@eaca.be

+32 2 740 07 10

WWW.EACA.EU

EDCOM EUROPEAN INSTITUTE FOR COMMERCIAL

COMMUNICATIONS EDUCATION

+32 2 740 07 16

claudia.ortiz-reyero@eaca.eu

WWW.EACAEDUCATION.EU

WARC

85 Newman Street

London W1T 3EX, UK

David.Tiltman@warc.com

WWW.WARC.COM

european institute for commercial communications educationedcom..