Winning Thoughts: TBWA "OUVRE-BOÎTE" Challenge 2017
What is Ouvre-Boite?
Ouvre-Boîte, "Open-Box" in English, is a marketing and communication challenge organised by the the advertising agency TBWA. The competition offers a select group of students—in marketing programmes at the top French schools—to take on the role of a communications professional and create, in one weekend, a winning advertising campaign. This year, the creative brief presented to the competitors was written to solve a business challenge for GroupeSNCF.
Zoé MARNIQUET, MSc in Marketing Management, partnered with 4 other students; two from Science-Po, one from CELSA and one from ESCP to win the competition. This is the first time, since 1996, that EDHEC sent a delegation to participate in the "OUVRE-BOÎTE" challenge. Stephane Chery, Directeur Communication Externe et Marque, GroupeSNCF, was impressed by the performance of all the competitors.
What did you find most valuable about Ouvre-Boîte ?
We had different coaches from TBWA helping us to sharpen our ideas. It was really interesting and I learned a lot!
Why do you think your team won the competition ?
We won because our team knew how to work together and our strategy was very strong. In addition, the creative aspect of our presentation was relevant to the strategy. We made a video to illustrate our idea for the TV campaign.
Building a campaign from scratch is not an easy exercise, but with the help of the TBWA coaches and an amazing group synergy we won the challenge. The different backgrounds of the team members were a real asset for this project and I learned a lot from them too. I really appreciate the feedback we had from TBWA. It was an incredible experience!