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Marketing pitch challenge

by Lindsey Peshanoff

Darren Horne and Matthew CollisTwo UniSA marketing students teamed with local ad agency FNUKY to wow Adelaide Marketing Week attendees with their creative skills during a pitch competition, similar to what you could see weekly on the ABC’s Gruen Transfer program.

The competition brief, delivered by the Department of Environment and Natural Resources (DENR), was to come up with a creative concept to get more people into South Australia’s National Parks.

The teams had to present the idea in less than 10 minutes to a crowd of more than 300 marketing professionals as well as parks enthusiasts, at Adelaide Marketing Week in late August.

DENR Marketing Adviser, Leah Young, said the Department saw the competition as an opportunity to get some fresh and exciting ideas to attract a new audience to national parks.

“We wanted a fresh perspective and thought, what better way to get new ideas than to team some of Adelaide’s best creative brains with up and coming young marketers,” said Young.

High-achieving students Matthew Collis and Darren Horne were selected to represent UniSA in the competition, going up against marketing students from Adelaide University and TAFE.

“I am a regular national park goer so I jumped at the opportunity to be involved in the challenge,” Darren said.

“It gave me the chance to combine my two passions, marketing and the environment.”

For the two months leading up to Marketing Week, Matthew and Darren worked with the team at FNUKY to develop their creative concept and while they just missed out on taking home the prize, their concept of the ‘Outback Olympics’ was loved by the audience.

The concept aimed to attract people to some of the State’s more remote parks by hosting a national sporting competition, with each state and territory competing in events such as rock climbing and kayaking.

For Matt Collis, the best part of the adventure was the opportunity to gain industry experience while studying.

“Working with FNUKY was an amazing experience because I got to see firsthand how a real advertising agency operates,” Matt said.

“The pitch competition took my learning out of the classroom and into a professional environment. I think it is this type of experience that employers are looking for.”

A video of the Green Transfer forum, including the FNUKY/UniSA pitch, will soon be available here.

Matt and Darren are studying undergraduate degrees at the UniSA’s School of Marketing. For more information about studying marketing at UniSA visit the website.