Haas team wins regional National Student Advertising Competition

ImagiCal team
imagiCal’s Executive Leadership Team

A plan to help marketers design and place creative, data-driven ads that could deliver a high return on investment (ROI) landed an undergraduate team a first place district win at the National Student Advertising Competition (NSAC). 

The competition, which was supposed to be held at San Jose State University, took place via Zoom on April 24-25. It’s the team’s first major win since 2016.

Team members: The 29-member team, called imagiCal, included UC Berkeley undergraduate students from multiple disciplines, including business, economics, computer science, sociology, and architecture. This year’s team was led by imagiCal’s President, Maya Iyer, BS 21 (economics). Presenters included: Shelley Cai, BA 21 (sociology); Cicily Deng, BS 22; Nikhil George, CS 22 (computer science); and Brendan Shih, BS 23.

Berkeley Haas-sponsored imagiCal team.
A screenshot of imagiCal’s leadership team and NSAC presenters. From left to right: Jago Pang, Tyler Wu, Frances Cheng, Maya Iyer, Vicky Lin, Amber Chen, Michelle Gong, Melody Ding, Kelly Pan, Cicily Deng, Brendan Shih, Shelley Cai, and Jordan Loeffler.

The field: About 2,000 undergraduate students from 200 schools around the country competed in district-level competitions before advancing to the final round. Haas competed against teams from San Jose State University, University of Nevada, University of Nevada-Las Vegas, and University of San Francisco

The challenge: The team was tasked with developing a business and marketing strategy to promote the Adobe Experience Cloud–a digital platform to manage online marketing–among advertising media buyers. 

The plan: The team’s campaign slogan was “Data-backed, Story-driven,” showcasing the ways that marketers could create a curated ad experience using data-informed messaging.

Secret sauce: “Our secret sauce lies in our diversity,” said Tyler Wu, BS 22. “We pride ourselves on having a diverse community of students, which allows us to consider multiple points of view, learn from each others’ strengths and weaknesses, and think creatively.

Wu also credited the team’s success to student designers who were able to see the practicality of certain ad executions and data scientists who crunched the numbers to see the potential impact of these executions. 

The Haas factor: “Our Haas faculty advisor, Judy Hopelain, was very helpful in guiding us through this difficult case,” said Wu.  “With her expertise in business-to-business (B2B) marketing, we were able to gain a stronger understanding of how to market B2B products and approach our campaign strategy.”

Diane Rames, a NSAC advisor, also helped the imagiCal team with their B2B marketing and guided them through the competition.

NSAC is a college advertising competition with 16 districts and over 150 teams nationwide. Each year, students are challenged to create a multi-million dollar advertising campaign for a corporate sponsor.

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