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DigiConnect win DMA Talent's Marketing Challenge 2021

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DigiConnect, a team formed of four students from Bournemouth University, were crowned winners of this year’s DMA Talent Marketing Challenge on Tuesday, claiming the £1,000 grand prize for their efforts.

ScotRail provided the brief, which challenged students across the UK to create a marketing campaign, to help grow awareness of its eco-friendly services to 18-30-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.

36 teams submitted a response, and after a rigorous judging process, three teams were selected to pitch their campaigns to a panel of judges, formed of Scott Allan (Market Insights Analyst, ScotRail), Angus Duncan (Senior Social Media Officer, ScotRail), Barney Knibb (Head of Business Development, Optima Connect), Lisa McLauchlan (Community Manager Scotland, DMA) and Kate Burnett (General Manager, DMA Talent).

We held the pitches virtually via Zoom, and all the finalists delivered slick, professional pitches, all coming up with brilliant campaign ideas.

The judges discussed each campaign at length, and it was DigiConnect who clinched victory, a team formed of four Marketing Management (Digital) Master’s students studying at Bournemouth University; Liene Snukute, Megan Leonard, Lucy James and June Vorraa.

The other finalists, Peaak from Northumbria University and SLED Media from Sheffield Hallam University didn’t go home empty handed, with each team member receiving a £25 Amazon voucher.

Scott Allan, ScotRail Market Insights Analyst, 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.”

Kate Burnett, General Manager of DMA Talent said: “DMA Talent exists to guide, educate, and support the next generation of talent, through initiaves that recognise and reward the hard work of aspiring marketers. 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.”

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We’ll be launching 2022’s challenge in September. If you want to know when the brief is live, and be kept up to date with everything going on at DMA Talent, click here to get all our latest news and upcoming opportunities delivered directly to your inbox.

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