Bournemouth Uni triumphs once more in DMA Challenge

Bournemouth University students have come up trumps once more in the DMA Talent Marketing Challenge, with the ‘DigiConnect’ team receiving the top prize in the competition.

Hosted by the DMA and this year’s sponsor ScotRail, students across the UK were tasked with devising a marketing campaign for the train operator, to help build awareness of its eco-friendly services to 18- to 30-year-olds.

They were asked to create a 12-month integrated marketing campaign to promote train and bicycle travel, resulting in participation from thousands of leisure passengers across Scotland.

Team DigiConnect, including students Megan Leonard, Lucy James, June Vorraa and Liene Snukute, was up against nearly 40 other teams from universities and colleges across the UK for the 2021 crown, all putting forward their marketing plan to the expert panel. The victors have won £1,000 for their efforts.

The Marketing Challenge works with higher education institutions to give university students the chance to work on a challenging and real-life marketing brief, provided by the supporting client.

The process offers students practical experience and, for the finalists, the opportunity to meet leading marketers and to win the top prize.

The brief is also used by lecturers across the country as a valuable teaching aid on marketing and business courses.
Announcing their decision, the judges hailed the winning team’s in-depth response to the brief, audience targeting, marketing channel integration, strategic thinking into the customer journey, and professional delivery of an eco-friendly campaign brief.

ScotRail market insights analyst Scott Allan commented: “I was really impressed by the winners innovative idea and campaign execution, that placed emphasis on sustainability and a #GoEvenGreener campaign to fully harness ScotRail’s green credentials.

“They had a detailed understanding of the customer journey and their multi-layered marketing strategy would really appeal to our target audience.

“The winners were selected not only because their campaign was targeted, strategic and creative, but because it could truly motivate consumers to engage with an eco-friendly experience.”

DMA Talent general manager Kate Burnett added: “Our Marketing Challenge provides students with invaluable marketing experience and that all-important connection to the workplace, enabling them to harness skills that are crucial to carving a successful career in the data and marketing industry.”

This is the second time a team from Bournemouth Uni has triumphed in the Challenge. In 2016, a team called “Digithink” were presented with the gold award for their outstanding response to a brief from Virgin Money Giving.