Baby you can drive my car. Using primary target customers to develop your marketing communications

This paper details a live case study that is a three-way collaboration between a leading automobile manufacturer (the client), a group of sixty two final year marketing students in groups of fours and fives (the agencies); and a leading international university in Dubai, UAE (the liaison). The client is introducing a new model and has commissioned the fourteen competitive marketing communication agencies to pitch for the role of launch management team. The results suggest a win, win, win situation; whereby the client gets a suite of creative ideas from their primary target market, the agencies gain experience of working for one of the world's most reputed brands and the liaison enhances its links with the international business community.