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CUHK BBA Team Placed Second in the L'Oreal Brandstorm Competition |
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L'Oreal launched the competition in Hong Kong this year although L'Oreal Brandstorm International Competition has a long history of more than 10 years; its inaugural contest was held in France in 1993. Since then, it has attracted participation of more than 14,300 undergraduates in this creative marketing competition. Students from 130 universities in 30 countries competed in this year, with the international final to be held in June 2005. |
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| L'Oreal Hong Kong invited students from CUHK, HKU, and UST to form teams of three to study and propose a comprehensive marketing strategy for L'Oreal Paris Studio line (hair styling range). In essence, the competing teams function as Studio Line brand managers with a mandate to develop an original concept by launching a new range of products complete with packaging and communication campaign. The competition is quite unique in the way L'Oreal has arranged that teams work with its Advertising Agency, McCann Erickson. The five teams representing the three universities were briefed on the project on 25the February, and during March and April the teams set out to meet with McCann Erickson at least six times. Because of this special feature with the Agency, all competing teams were able to present their creative concepts in visual forms such as product shots, print ad layout, etc. |
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| On the day of the Hong Kong Final, the five competing teams showcased their creative marketing strategies to a panel of four judges comprising three executives from L'Oreal and one from McCann Erickson. It was an intense competition. The audience was thoroughly impressed by the professionalism and sparks of creativity in the five presentations. |
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Although the first prize went to the team from Hong Kong University, the CUHK team came a close second. Candy, Winky and Vanessa were very professional and presented a very detailed and meticulous marketing strategy with confidence and ease. At the core of the proposal is a range of new products, combining hair styling and colour, targeting the trend-setting youngsters in Hong Kong. The new product concept, TWIST, is a 2-compartment, multi-colour, fun-looking offer that is set to revolutionize the way teenagers do their hair in different shades and colours. In recognition of their performance, the first-runner up team was awarded a cash prize of HK$21,000 and three big hampers containing loads of L'Oreal goodies. |
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| Let us hear from Candy, Winky and Vanessa!! | ||||||||||||
L'Oreal Brandstorm Competition is a global marketing competition. It brought us some unique challenges and opportunities. In the Hong Kong Final, we were the "CommitmentWithVision" team and worked as "brand managers" of Studio Line (the hairstyling brand of L'Oreal Paris). After a thorough analysis of the current market situation, we turned our ideas into a real product by introducing a new product range "Twist". We also proposed a new communication campaign and created our own promotion print ad by working with the advertising agency. Most importantly, we have learnt how to cooperate with each other to meet the challenges and as a result we have become life-long friends. |
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| We would like to express our heartfelt gratitude to our Faculty, especially Ms. Agnes Sie, Ms. Lilian Pang & Ms. Chloe Ng and our cheering team--- all our beloved and supportive friends. Without their generous support, we would not have been able to become the 1st runners-up in the Hong Kong Final. |
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What I have learnt through Brandstorm is how to cope with stress when facing a tight timeline. It was hard to squeeze time for this extra-curricular activity when there were piles of school work like projects and examinations. Thousands of thanks to Winky and Vanessa! It has been a wonderful experience working with you two. I will never forget how we faced all our ups and downs together over the past few months. Brandstorm has given me the most unforgettable moments in my university life! |
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Within just two months, a brand new hair styling product concept was born through our effort and creativity. To give birth to "Twist", we brainstormed and bargained, discussed and discovered, created and consolidated. I will never forget the critical moment when all three of us presented on stage, and the appreciation shown from the judges and audience. The Brandstorm experience has been invaluable. |
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What I enjoyed the most was the experience of working with external parties. All of their advice contributed a lot to our success. This competition also gave us an opportunity to make use of our creativity. I am still very proud of our product, "Twist" along with my other two teammates. |
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