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CECCAC

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  1. CECCAC Creating a European Cross- Cultural Advertising Campaign

  2. Content • What is an IP? • What is CECCAC? • Participants • Locations • Topics • Modus operandi • Who • Where • How • Why

  3. The winning campaigns • Side events • Intercultural setting • Perspectives • Conclusion: benefits

  4. 1. What is an IP? Erasmus – Intensive Programme (IP) • short programme of study • students and staff from universities of different countries • specialised topics • multinational teaching • international classroom environment • exchange views on teaching

  5. the content is revised each year • annual grants • transnational academic co-ordination by Plantijn Hogeschool Antwerp, Belgium

  6. 2. What is CECCAC? • Creating a European Cross-Cultural Advertising Campaign • European IP for marketing and communication students from EU countries • Students work in multinational teams during one or two weeks • Competition and pitch at the end • Pan-european subject

  7. 3. Participants - 8 European countries • UK: Southampton Solent University, departement Media and Art • France: Université de Savoie d’Annecy, département sciences humaines et sociales • Germany: University of applied sciences Darmstadt, department marketing and communication • Netherlands: Hogeschool Inholland Alkmaar • Spain: Universidad Cardinal Herrera, department Communication and multimedia • Finland: Pirkanmaa Polytechnic, University of Applied Sciences (Pirkanmaan ammattikorkeakoulu) • Turkey: Anadolu University Eskisehir • Belgium: Plantijnhogeschool Antwerp, communication departement

  8. 4. Locations • 2003: Annecy • 2004: Antwerp • 2005: Darmstadt • 2006: Valencia • 2007: Southampton • 2008: Alkmaar • 2009: Eskisehir

  9. 5. Topics • Coca-Cola as a breakfast-drink (2003 – Annecy) • Boxershorts with small condom-pockets (2004 - Antwerp) • Campaign against obesity (2005: Darmstadt) • Stimulate elder people to volunteer for the Red Cross (2006 - Valencia) • Promotion of public transportation (2007 - Southampton) • European youth discussion forum (2008 - Alkmaar) • .............(2009 - Eskisehir)

  10. 6. Modus operandi • Preliminary meeting in autumn • Research – 5 months • IP- week in springtime • Evaluation

  11. 6.1 Preliminary meeting • Evaluation of former IP • Subject proposals, research brief • Practical arrangements: accommodation for students, working facilities.. • Budget • Week programme: guest colleges of specialists, deadlines, leisure activities

  12. 6.2 Research brief • background information • guidelines (research paper – digital platform) • desk research + field research • current status of the topic in each country • image of the topic • identification of potential target groups • former campaigns

  13. 6.3 IP-week • Research presentations • Formation of the multinational teams/agencies • Campaign strategy • Creative brief – creative concept • Media choice • Pitch

  14. 6.4 Evaluation • a SWOT- analysis is made based on questionnaires filled in by the students at the end of the IP-week • The results are discussed on the next preliminary meeting

  15. 7. Winning campaigns: Red cross- Valencia 2006

  16. Red cross- Valencia 2006

  17. Red cross- Valencia 2006

  18. Public transport: Southampton 2007

  19. Public transport: Southampton 2007

  20. Public transport: Southampton 2007

  21. Youth discussion forum - Alkmaar 2008

  22. 8. Side events • Seminars on the topic and on advertising techniques by professionals and academic staff

  23. Cultural happenings • Evening events - parties • Touristic sightseeing tours

  24. 9. Intercultural setting Students learn the different mindsets of various cultures on socio-cultural, political and economic problems. Students practice their intercultural communication competences combined with the professional marketing skills

  25. 10. Perspectives • collaboration with companies or advertising agencies • real Pan-European assignments

  26. 11. Conclusion: benefits • variety of cultural backgrounds • international context • exchange of data and techniques • communication through the provided web applications • guided and controlled by professionals

  27. Thank you for your attention Sandra FemeníaAlmerichHelga Van den Bulck EFCCE Conference, Paris,17 May 2008