ScotRail, DMA announce Marketing Challenge 2021 winners

The winners of this year’s Marketing Challenge have been announced by ScotRail and the Data & Marketing Association’s (DMA) Talent division. 

The winning team, ‘DigiConnect’ (main photo), includes Megan Leonard, Lucy James, June Vorraa and Liene Snukute, all students from Bournemouth University.

ScotRail challenge

Students across the UK were tasked with devising a marketing campaign for ScotRail, to help grow awareness of its eco-friendly services to 18-30-year-olds. 

They were asked to create a 12-month integrated marketing campaign to promote train and bicycle travel, resulting in participation from thousands of leisure passengers across Scotland.

Team ‘DigiConnect’ was up against nearly 40 other teams from universities and colleges across the UK for the 2021 crown, all putting forward their marketing plan to the expert panel. 

The victors have won £1,000 for their efforts.

Upon announcing their decision, the judges reiterated how impressed they were with the winning team’s in-depth response to the brief, audience targeting, marketing channel integration, strategic thinking into the customer journey, and professional delivery of an eco-friendly campaign brief.

“I was really impressed by the winners innovative idea and campaign execution, that placed emphasis on sustainability and a #GoEvenGreener campaign to fully harness ScotRail’s green credentials”, said Scott Allan, ScotRail Market Insights Analyst. 

“They had a detailed understanding of the customer journey and their multi-layered marketing strategy would really appeal to our target audience. 

“The winners were selected not only because their campaign was targeted, strategic and creative, but because it could truly motivate consumers to engage with an eco-friendly experience.”

Real-life marketing brief

DMA said the Marketing Challenge works with Higher Education institutions to give university students the chance to work on a challenging and real-life marketing brief, provided by the supporting client. 

The process offers students priceless, practical experience and, for the finalists, the opportunity to meet leading marketers and to win the top prize. 

The brief is also used by lecturers across the country as a valuable teaching aid on marketing and business courses.

Kate Burnett, General Manager of DMA Talent, said: “DMA Talent exists to guide, educate, and support the next generation of talent, through initiatives that recognise and reward the hard work of aspiring marketers. 

Our Marketing Challenge provides students with invaluable marketing experience and that all-important connection to the workplace, enabling them to harness skills that are crucial to carving a successful career in the data and marketing industry.”