Students from the bachelor of arts creative disciplines of copywriting, multimedia design, and visual communications, as well as bachelor of arts strategic brand communication students, together with the students from bachelor of commerce, bachelor of business administration and honours at Vega, form their own advertising ‘agencies’ to tackle real-world briefs from real-life, paying clients.
These paying clients form part of the contributors who raise funds for the institutions' bursary programme. The students work with clients over a five-week period to find solutions to challenges and deliver results.
All funds raised from the Brand Challenge going towards the Vega Bursary Fund, giving young people from disadvantaged backgrounds the opportunity to attend Vega and benefit from the same opportunities.
"If I had to describe Brand Challenge in a few words, I would say that it’s an interesting, tough, and stressful experience – but it’s an experience of a lifetime," says Cassi Matthews, a third-year bachelor of arts strategic brand communication student at Vega.
"From the learnings to the challenges, including late nights, conceptualisation, building team relationships, and learning to listen to others, Brand Challenge is an experience that has helped me grow as an individual."
Matthews's Brand Challenge team, PHA|CES, tasked with repositioning the AEG brand to appeal to a younger target market, created a campaign called 'Colourfully Precise', focused on linking AEG’s German heritage with South African lifestyles by allowing consumers to add their own unique touch of colour to the product.
"Our students have established a reputation of producing exceptional work for Brand Challenge clients, and are often rewarded with clients deciding to implement their work within wider brand communications strategies," says Francois Barnardo, Johannesburg head of campus navigator.
"In addition, Brand Challenges are a great way for talented young students to earn recognition for their work and get noticed by industry leaders, potentially leading to employment opportunities on graduation," adds Barnardo.
Microsoft, one of the many prominent Brand Challenge clients in 2015, decided to run the print ad campaign developed by Vega Durban students in national newspapers, while two teams from the same year were flown to Johannesburg to present their ideas to ABSA and the CEO of Barclays Africa. Two of these students were also offered work during their visit.
Projects like the Brand Challenge, along with other career-building programmes run by Vega, equip students with the skills, insight, and experience they need to succeed in fast-paced, high-stress agency environments.
"The Brand Challenge gave me the opportunity to take the knowledge I’ve acquired in the classroom and put it into practice, giving me an in-depth understanding of how to approach a brief, find solutions, and present ideas as a team," says Ikaheng Nethonzhe, who is currently in her third year of studying a bachelor of arts creative brand communications degree at Vega.
"Knowing how to interact with people and actively listening to and respecting their ideas are the skills that I believe every student needs to be prepared for the working world," she adds.
Nethonzhe and her team, Zenith, were tasked with encouraging more brand engagement and in-store activity for Donna (formerly Donna Claire), and created the 'Be a Donna, Not a Claire' campaign, which aimed to showcase the brand’s appeal to a wider target market – particularly curvaceous women.
"Our bursary programmes are effectively a way for students to pay it forward, and help other young people experience and enjoy the same opportunities they have experienced," says Barnardo.
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