The Cork Institute of Technology Brand Challenge is an incredible exercise in real-world learning and application of knowledge, and this year, we were lucky enough to be chosen as the Live Brand Case Study!
Students were tasked with creating a strategic + experiential brand marketing campaign for Gym+Coffee, culminating in a pop-up hall of stands, stalls and some epic food sampling! Ideas ranged from Mystery Bus tours to wellness expos, interactive UGC concepts and scavenger hunts.
These students clearly did their homework and their ability to grasp the nuances of what Gym+Coffee is all about was so incredible to see. Each group understood our purpose, to encourage a community of people to make life richer, and incorporated this DNA throughout their projects and strategies.
Seeing the bright marketing minds of the future in all their experiential glory was such a joy and we loved getting to see a young, community perspective of our brand. The level of creativity and dedication involved was so joyful to experience and this group of Ireland-educated youth are definitely going places!
The tough part though? Our role is also to be involved in the assessment process and of the 28 groups who presented, only four could go through to the Dragons’ Den-style final round. It was an incredibly tough decision (and there were a couple of honourable mentions) but we are so pleased to congratulate the four groups who made it.