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An ad which evoked the award-winning Jeep snow spot, combined with some astute analysis on how to market sport utility vehicles both globally and in Eastern Europe, won a Hungarian team the top prize in the first InterAd international student advertising competition.

Hypnos advertising, a team of six students from the International Business School in Budapest, bested some two dozen teams from 15 educational institutions in 11 nations.

Its award is a trophy and a trip to the International Advertising Association World Congress June 9-12 in Seoul.

"It's the chance of a lifetime to get a real world experience, an opportunity in a very short time to put together all facets of a very major advertising campaign," said Ed Brust, general manager, Jeep & Eagle Division, Chrysler Corp., one of the contest judges. "People with a degree or graduate degree in marketing and advertising may never have had an opportunity to do this."


Some of the teams presented some astute strategic thinking, said another contest judge, Tom Krehbiel, managing partner, Jeep & Eagle Account Groups, Bozell Worldwide. Their work indicated that while in some nations only a small portion of residents watch TV, broadcast buys are worthwhile because they are the only audience able to afford a Jeep.

Jeep also benefited from the competition, although the company is not likely to lift the students' ideas, said Mr. Brust, whose responsibilities for marketing are limited to the U.S.

"It was a great opportunity to get a fresh perspective from college students in a market covering five continents," he said, noting that Jeep is moving for the first time into several markets, including New Zealand.

"It was a great team project and they learned to work together as a group," said Mr. Brust. "It's real world" experience.

The competition was created by the International Advertising Association, New York, a global partnership of 3,600 advertisers, agencies, media and other communicators in 89 nations. The competition was designed as a hands-on program for practical advertising educational experience for undergraduate students worldwide.


Bozell Worldwide, which has led the crusade for a global advertising perspective through CEO Charles D. Peebler Jr., sponsored the competition. Chrysler Corp.'s Jeep brand provided the marketing challenge.

Each student team was given a real life marketing problem to solve. Students were asked to develop strategic recommendations for enhancing the Jeep vehicle's position in international markets. Secondly, they were to develop comprehensive and detailed recommendations for promoting Jeep within a specific region, including the Middle East, South Africa, Latin America, Asia Pacific and Europe.

Teams gathered market data and developed comprehensive marketing and creative recommendations. The solutions were presented in the form of a 50-page book which included creative. In addition to Messrs. Brust and Krehbiel, judges included John Holmes, director, IAA Professional Development, Skidmore College; Deborah Malone, VP, IAA Professional Development, associate publisher, Advertising Age International; and Stu Portnoy, partner, account supervisor, Bozell.


In its winning entry, hypnos suggested Jeep stress its "hip, show-off image" in Europe and Japan, where the off-road vehicles are considered a status symbol. In other areas, such as Africa and Latin America, the team suggested functional benefits be stressed.

As part of its media recommendations, the team developed print ads and storyboards illustrating its suggestions. Print was illustrated by a number of children with Native American-style feathers in their hair jumping into a body of water. The headline quoted a line from "The Last of the Mohicans:" "Let your heart be open and your spirit tell no lie."

But it was the storyboards which struck a chord with the judges. One showed a boy in boots and cowboy hat sleeping on a sofa chair in the Grand Canyon. Wild horses and a Native American ride by. The camera focuses on a book on his chest when the scene changes into a car interior. The child's hand turns into that of an adult, who drives away in the Jeep. The logo, "Jeep. There's only one," flashes on the screen.

A second proposed spot showed a CNN International newscaster on a snowed-in city street, indicating roads are closed, and all is quiet because of the snow. At the end of the newscast, she and her cameraman hear something-a Jeep.

It reminded the judges of Jeep's spot in which a pristine winter countryside is disrupted by a mysterious object moving under the snow. Eventually the unidentified object comes to a stop sign at which it turns left.

"It reminded me of `Stop Sign,' the first ad I ever did" [which won a Gold Lion at the International Advertising Festival in Cannes], Mr. Brust said.

The winning regional team from Latin America believed Jeep has become a generic term for sports utility vehicles and should undertake an aggressive campaign to regain its name brand. In one print ad, for example, the copy read: "This guy is a true liar. He says that there is not one weekend that goes by that he doesn't ride around in his jeep, but he really doesn't have a Jeep, he owns a Suzuki Vitara."


The RAM team, for Real Advertising & Marketing, from West Herts College, Herts, England, separated the Jeep target audience by product lines; for example, creating Wrangler Man, a trend-setting 28-year-old based on Brad from the Australian soap opera "Neighbours;" and Cherokee Man, age 38, married with two kids, who reads The Economist.

Also using a segmented approach was the Institute for Communication & Marketing Technology, Cairo, which positioned Jeep as a reflection of self-actualization, with Wrangler illustrated by a tiger for agility and reliability, and a giraffe for the Cherokee with its recreational values.

The Nine Marketeers from the American University in Cairo took the opposite approach and suggested identifying an emotionally appealing universal "young at heart" Jeep customer. Creatively, the team developed a tiny animated character called "GP" who would guide viewers over armrests in the car. Mr. Brust identified the character as "almost a hieroglyphic."

The contest will be held again next year, but no decisions have yet been made on who will be the sponsor or what the assignment will be, said Norman Vale, IAA director general. His next challenge, he said, is one of those typical global problems, working out the logistics of involving students in the Southern Hemisphere.


InterAd 1995-96 regional winners


RAM, West Herts College, Watford, Herts, U.K.; Norman Rae, faculty adviser.

Asia/Pacific: Gatra-Indonesia, Institut Teknologi Komunikasi & Pemasaran, Jakarta, Indonesia; Rudy Haryanto, faculty adviser.

Eastern Europe:

hypnos advertising, International Business School, Budapest; Tom Owens, faculty adviser.

Latin America:

Colombian Adds, Politecnico Grancolombaiano University, BogotĀ ; Cesar Beltran, faculty adviser.

Middle East/Africa:

The Nine Marketeers, American University in Cairo; Dr. Ibrahim Hegazy, faculty adviser.

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