From the Nominator

“Connections” is our latest 60 second commercial spot aimed at current and prospective students, Marquette University alumni, and those both familiar and unfamiliar with Marquette. We worked to create a piece that told an upbeat, fun, and emotional story of one of our key brand messages—making connections and finding your people at Marquette. We did this by intertwining four main character storylines featuring real Marquette students, faculty, staff, and alumni. In each story, a Marquette student enters a new situation for the first time and is met by new people and experiences. Over the course of “Connections,” we see the progression of each relationship and in an epic final shot, we see all four students connecting with each other. We wrote and designed “Connections” to work as both one whole story as well as four separate individual student stories. We leveraged a strong 60 second spot by segmenting it into four 15 second videos for use in advertisement buys, effectively turning one production into a campaign. The spot has been shared across all Marquette’s social media platforms resulting in more than 52,000 views and almost 4,000 engagements. The 30 second version of “Connections” has been shown regularly during this season’s nationally televised Marquette basketball games with enthusiastic feedback from viewers. The 15 second versions were used in a recent four-week brand campaign on streaming television. The video completion rate of almost 253,000 impressions of these 15 second videos was an impressive 98.92%, nearly 30% above the benchmark average.

From the Judges

Judges agreed, this was a nice way of showing different student experiences that then join at the end. Additionally, the video had nice rhythm and we liked how authentic this felt with the different student stories.