On Thursday 24th January, creative students from the Arts University Bournemouth (AUB) will spend 24 hours working on a live brief for the up-and-coming brand Jimmy’s Iced Coffee.
The brief – which is being kept top secret – will be given to AUB students by company MD Jimmy Cregan at 1pm on the 24th January, and will end 24 hours later, with a series of pitches from teams of students. From these concept ideas, at least one will be produced in the next 3 months and rolled out as the next big campaign from Jimmy’s Iced Coffee.
AUB Twenty Four is the brainchild of Simon Pride, Head of Marketing and Communications at the AUB, who previously worked at advertising agencies such as DDB, Euro RSCG and J Walter Thompson. His vision was to turn the University into a giant advertising agency for 24 hours. He commented;
“When I first came to AUB, my overwhelming first impression was I’d walked into the largest creative department of any advertising agency in the world. Not only was creativity in evidence everywhere, but all the craft skills an agency requires were being taught and practiced on a daily basis – film making, events, graphic design, acting, costume, make up etc. With the launch of AUB 24 we are founding an agency and production company on campus – and Jimmy’s is our first Client.”
The live event will be a multimedia digital first for the AUB, with 24-hour interactive live streaming, continuous twitter feeds, live footage and interviews with each of the teams during the 24 hours. Students from eight courses have been invited to volunteer for this cross-course collaboration. Pride commented;
“The AUB has always had a strong collaborative culture with students in specialist courses working alongside their peers on other courses – which reflects the reality of working in the creative industries. And it works – 97.7% of students from 2011 were employed within 6 months of leaving*. This project shines a spotlight on the educational philosophy at AUB.”
The project will be repeated three times in 2013 with Jimmy, before branching out with different companies and projects.
Jimmy, who is an Arts and Event Management alumnus from the AUB commented “Jimmy’s Iced Coffee was born out of a mission to bring proper Iced Coffee to the UK. We have been running for two years now, and our brand is on the shelves at Waitrose and other retailers. We’ve always done things differently and that includes how we market ourselves. We love the idea of using AUB as the engine of our marketing operation.”
AUB Twenty Four’s digital event can be viewed live at http://24.aub.ac.uk from 1pm on Thursday 24th January, with involvement from the online audience invited through Twitter #aub24 which will be shown on the website. The online audience can also show their support for an individual team and their ideas after the brief has been revealed on Twitter by hash tagging the colour that the team has been allocated eg. #teamorange #aub24.
So get involved and help your favourite AUB Twenty Four Team in their first live marketing exercise – by Tweeting their way to success! http://24.aub.ac.uk