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Students drive Honda campaign

9 April 2008

Monash students have been put to work on a "real-life" advertising campaign promoting the Honda Civic Hybrid vehicle.

The Bachelor of Communications and Bachelor of Business and Commerce students worked on the campaign as part of their Advertising Campaigns unit.

Staff from advertising firm DraftFCB and Honda developed a brief for the advertising campaign and DraftFCB Managing Director Christine Barnes presented the brief to the students.

The students were split up into agency teams which competed to prepare the best advertising campaign for the Honda Civic Hybrid.

Students in each team assumed roles including Account Manager, Strategic Planner, Media Director and Creative Director.

The teams then spent about six weeks researching and developing a full advertising campaign. Each team presented its campaign to a panel comprising management from Honda and DraftFCB.

The team selected as the winner produced a campaign centred on the theme "Hybridging the Gap". The campaign aimed to promote the Honda Civic Hybrid as being a high performance vehicle, as well as being environmentally friendly.

Monash senior marketing lecturer Sandra Luxton said students worked on many "real-life" advertising campaigns through the Advertising Campaigns unit in recent years. She described the experience as a powerful introduction to the world of advertising.

"The unit gives them a chance to put all their marketing studies into practice, developing a strategic mindset to campaign planning and evaluation," Ms Luxton said.

"They also get to experience the buzz of being part of an industry team."

Ms Luxton said that for students wanting to work in the advertising industry, the unit was a great kick start to their experience and CV.

For more information on the unit email Sandra Luxton at Sandra.Luxton@buseco.monash.edu.au.