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
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
WWW.ESA.INT
EUROPEAN ASSOCIATION OF COMMUNICATONS AGENCIES
Boulevard Brand Whitlock 152
1200 Brussels, Belgium
+32 2 740 07 10
WWW.EACA.EU
EDCOM EUROPEAN INSTITUTE FOR COMMERCIAL
COMMUNICATIONS EDUCATION
+32 2 740 07 16
WWW.EACAEDUCATION.EU
WARC
85 Newman Street
London W1T 3EX, UK
WWW.WARC.COM
european institute for commercial communications educationedcom..