Best of CASE District VII Award
 

Institution: University of California, Los Angeles

Title of entry: UCLA Big Ten Commercial

About this entry: In an unprecedented year, UCLA, along with other universities left the PAC-12 Conference to join the nation’s oldest NCAA Division I athletic 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 #1 public university, eight years in a row.

To develop our commercial, which is currently running throughout the entire length of the 24-25 Big Ten Conference – on networks 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.