A team consisting of NUS Communications and New Media (CNM) students have emerged as the champion for Pitch It! 2017 after the grand finals held on November 10. Pitch It! 2017 is a tertiary-wide marketing competition organised by the CNM Society. This year, Pitch It! was organised in collaboration with Visa Inc and BBDO. The participating teams put together an integrated marketing campaign to address a challenge posed by Visa Inc.
After an elimination round, Visa Inc chose the top five teams who were then mentored by BBDO to refine their pitches. The challenge posed by VISA was – What can VISA do to shift brand perception from a credit card company to an innovative digital payment company amongst the Millennials?
In their campaign, the teams had to feature a wearable that showcases Visa Inc’s innovative digital payment capabilities.
The Winning Pitch
The winning pitch was a campaign titled #IAMVISA which aims to show how Visa can be a part of every millennial’s lifestyle. Their campaign was inspired by Calvin Klein’s 2016 Fall #mycalvins campaign. #IAMVISA features a playful take on VISA with each letter taking on a personality type –
V for Versatile
I for Intellectual
S for Simplistic
A for Adventurous
Phase One is a social media campaign featuring the different personality types to introduce #IAMVISA and act as a pretext for the next phase of the campaign.
Phase Two is a festival inspired by Art Box where attendees can pay using a temporary tattoo embedded with a VISA chip that flaunts VISA Inc’s digital payment innovation. The festival will be held across two weekends with each day featuring one personality type. Each personality type will be tied to a charity organisations and 10% of proceeds from the festival will be donated to these organisations.
Phase Three incorporates the different personality type into VISA cards with each card featuring a personality type.
The panel of judges consisting of personnel from CNM, VISA Inc and BBDO, unanimously chose the winning pitch. The judges were impressed with the cohesiveness of the winning team’s multi-pronged approach, backed by insightful research.
The winning team consists of Cory Cheang Yi Jun, Pang Hui Ping, Taylor Chia Shi-Yen, Isabelle Anastasia Tan Yinn Lyn and Alvarez Brielle Clavel. All of whom are in their second year.
“The greatest difficulty we faced was juggling between school work and the competition,” said Cheang.
The winners walked away with an iPad Mini 4 each.
Behind the success of Pitch It! 2017 is the CNM Society. Led by Jasmine Chong and Deanne Galicia, Pitch It! was the biggest project for the society. The organisers faced setbacks initially with difficulty in securing partnerships with organisations. The partnership with Visa Inc was eventually secured with the help of an alumni.
“The competition was a year in the making. It was a huge undertaking! We reached out to many organisations and faced a lot of rejection. The real work hit us when we finally secured a partner client. From doing school visits to other tertiary institutions to managing communications with all parties involved. We spent countless hours planning everything to the last detail. In the end, it was all worth it because we truly believe Pitch It! is an incredible learning experience. Even [the planning committee] learnt a lot!” said Chong.
Pitch It! 2018 is under way and the planning has already begun. For the next edition, the CNM Society is looking to tap into the Institute of Public Relations Singapore and CNM’s Industry Advisory Council to find a partner client.
More about Pitch It! 2017
Pitch It! 2017 is the third edition of the competition. Past clients include Singapore Press Holdings and Mediacorp. This year, students from National University of Singapore, Nanyang Technological University, Singapore Management University, Singapore University of Social Sciences, Temasek Polytechnic, Singapore Polytechnic, Nanyang Polytechnic and General Assembly participated in the competition. There were 23 teams and a total of 107 participants.
Catch more of Pitch It! 2017 at the official gallery.
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