Case StudyVirginia Tech - New Brand Positioning Advertising Campaign
Virginia Tech tasked and trusted Eddy Alexander to develop, sell, and execute, an entirely new creative concept that had to meet many high-stake demands and unify a diverse leadership team around a new brand platform that hadn’t yet been fully embraced.
The team at Virginia Tech embraced the concept pointing out that the featured “planting of the flag” action leveraged a well-understood global reference to “pride and ownership” while the witty featured “roles” demonstrated a clear understanding of Virginia Tech’s reputation as a friendly, welcoming community with approachable and wildly capable academics at all levels.
Upon launch, the university’s inhouse social media team partnered with Eddy Alexander to take the school’s mascot on a road trip to Washington DC. Together, they were able to capture the Hokie Bird navigating the nation’s capital, riding the metro, interacting with unexpecting and wildly excited fans of all ages, and experiencing the immersive Union Station takeover first-hand. By sharing these social media videos with students and alumni around the globe, Virginia Tech was able to further leverage their investment to help all university affiliates take pride in the project.
The bold campaign leveraged the new brand architecture to ignite, invigorate, and equip a global army of brand advocates by providing stories that resonated across demographic, cultural, and geographic boundaries. It created a common excitement about the promise of the future and provided a proud platform for the celebratory announcements to follow.
“The creative vision, strategy and can-do spirit helped us achieve what most would have thought impossible on a timeline that was equally tough. I’m delighted with the outcomes we achieved in our work with Eddy Alexander. Simply put, they took our new messaging and gave it personality and visual impact.”