In an unprecedented year, University of California, Los Angeles, along with other universities, left the Pac-12 Conference to join the nation’s oldest National Collegiate Athletic Association Division I conference to compete coast-to-coast with 17 other college sports teams. While expanding our competition, we also recognized the opportunity for a broader national audience to learn about the many facets that make UCLA the No. 1 public university, eight years in a row. To develop our commercial—which is currently running throughout the entire length of the 2024-2025 Big Ten Conference season on networks and streaming services such as FOX, NBC, Peacock, Hulu, ABC, and the Big Ten Network—we worked strategically and cross-departmentally to explore our new audience by leaning on audience demographics, media insights, and titles. Our strategy was to effectively collaborate with the UCLA Athletics department to make a noticeable impact for viewers upon the August 2, 2024 transition date. As a result, we leveraged all our owned channels to amplify the news and supported our goals of increasing brand differentiation and esteem to our new, national audience.
From the Judges
Judges agreed, this was a fantastic end product with great visuals and smart pacing. Additionally, judges enjoyed the voiceover and the humble brag nature of the presentation.
