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Advertising team takes on JCPenney, makes history

What do you get when you take five BYU-Idaho students and a panel of JCPenney executives? A chance of a lifetime — and a glossy glass trophy.

That’s what happened when students took first place in the American Advertising Federation (AAF) District XI National Student Advertising Competition, granting them a spot among 20 other universities at nationals June 2–3 in San Diego. This was BYU-Idaho’s first-ever win at the district level, as well as its first appearance at nationals.

“It was very rewarding to see our students win district and advance to nationals. We have some very talented students who put in a tremendous amount of effort, and I hope this only helps build recognition for the quality of our educational programs,” said Beth Hendricks, advisor for the BYU-Idaho AAF chapter.

Some key aspects of the team’s innovative campaign included an interactive billboard/mirror that shows people how they would look in a new style, expanded social media marketing, and an employee finder feature that would allow shoppers to locate a store associate by texting a number.

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