PSA Campaign by Furman Students Wins National Collegiate Advertising Competition - May 2011
A group of Furman University students won a national advertising competition for their efforts in developing a public service announcement campaign to help Heineken USA promote its relationship with Taxi Magic, a smart phone app that allows consumers to book, track, and pay for taxi service.
The three students won the 2011 National Collegiate Effie Competition for their Heineken USA PSA Challenge campaign. The Effie Awards are administered by Effie Worldwide and recognize the most effective advertising efforts in the United States each year.
The Furman students, all of whom graduated May, 2011, are Stacey Braff (Accounting and Business Administration) of Belcamp, MD; Amanda Quinton (Business Administration and Music) of Thomasville, GA; and Sara Sanders (Business Administration) of Bryon, GA. The students created a campaign that, according to Heineken, was to encourage "consumers to learn, understand, download, and use the Taxi Magic applications as an innovative option to avoid drinking and driving."
Student groups from Furman and Iowa State University were selected as finalists, and each group presented campaigns to Heineken USA executives in New York City on May 2, 2011. The Furman group received a $3,000 first prize.
The Effie Collegiate Competition was an integral part of business professor Robert Underwood's Integrated Marketing Communications class at Furman. Collaborating in groups of three, students worked almost three months on the strategic development of either the Heineken/Taxi Magic App Campaign or an integrated band campaign for MINI and the introduction of its new vehicle, the Countryman. For the latter campaign, three groups from Dr. Underwood's class made to the top six.
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