From the Nominator

"Our challenge was to take a very technical industry that isn’t widely known or understood by the general public and make ASU’s role in this industry— through partnerships, centers and students who go on to work in this industry—digestible, thus improving perceptions of ASU and the value of the university to everyday lives. 

The New Economy Initiative Holiday Advertisement was a part of the greater New Economy Initiative Campaign at ASU, designed to communicate the ways ASU is preparing students, working adults and Arizona industry for the economy of the future. The goal of the advertisement was to inform a wide audience across Arizona of the role that semiconductors and microchips play in holiday gift giving. The ad used meaningful creative to connect microchips and semiconductors to the holiday season in a way that would resonate with a general audience.   

The advertisement was placed on Facebook and Twitter for a 10-day span. The overall goal of the New Economy Initiative Holiday Advertisement was to show the impact the semiconductor industry, and ASU’s role in the industry, has in their everyday life. Results from the paid advertisement include:  

• Facebook:  124.6K impressions.  8.1K engagements.  6.5% engagement rate.  

• Twitter: 164.2K impressions.   

These advertisements were a cross-unit collaborative initiative, with teams from ASU Enterprise Brand Strategy and Management, ASU Media Relations and Strategic Communications and Heart & Soul Marketing (a local marketing agency) participating."

From the Judges

The advertisement's creative approach effectively bridged the gap between a technical industry and the general public, showcasing Arizona State University's role and impact. The engaging and relevant creative, along with impressive engagement rates and reach, set this entry apart. It demonstrated significant impact, innovative thinking, and successful strategies, making it a model for others.