Making the Ottakringer brand more attractive to a young target group was the task of the part-time students of FHWien der WKW’s Bachelor’s degree program in Communication Management in their business field project with the traditional Viennese brewery from the 16th district.
According to the slogan “From the target for the target”, the part-time students from the Bachelor’s program in Corporate Communication (3rd semester) at FHWien der WKW developed creative lead concepts to make Ottakringer brewery’s beer range better known and more attractive. The students started their first business field project in the winter semester of 2021/22 with a high level of motivation. First, the client invited them to visit the brewery, including a tasting. This was followed by a detailed briefing. Six groups, which acted as their own creative agencies, proved themselves in project management as well as creative thinking and developed different creative leading ideas. The results of their market research were incorporated into the analysis of target group needs, as well as their own views, since the students were also the addressees of the communication concepts. Based on this, they delivered concrete campaign designs that demonstrated their already broad professional know-how in marketing and communications, both in terms of content and creativity.
New impetus for the Ottakringer brewery
The final presentations at the end of the semester took place in front of Ottakringer’s complete management team. Six new marketing concepts provided exciting new impulses for brand awareness and attractiveness. Managing Director Harald Mayer, Managing Director and 1st Brewmaster Tobias Frank, Michael Neureiter, Head of Ottakringer BrauWerk & Ottakringer Shop, and Senior Marketing Manager Brand & PR Andrea Fenzl were very pleased with the final results of the cooperation with FHWien der WKW.
Managing Director Harald Mayer is enthusiastic about the commitment of all six student teams:
“From our point of view, this project was a great win-win situation. The students worked intensively on our brand and came up with exciting communication concepts with different approaches, and we received many valuable, new ideas as a result. Diversity, openness and attitude to life are core values of our brand and also coincide with what is important to many young people. We are particularly pleased that the students ‘got’ us and developed the right feeling for the Ottakringer brand.”
Project coaches Tilia Stingl de Vasconcelos Guedes and Ute Greutter are also very pleased with the results:
“This business field project has shown well what comes out when a committed, creative group of young people and a company willing to innovate have a common goal: The result is original communication concepts that are ready for implementation and – especially in this case – appeal to the target group!”
The students have summarized their impressions of the successfully completed first practical project in this video:
>> Watch the video
We educate the communications generalists of tomorrow! In a digitally networked media world, companies need experts with an overview rather than just specialists. Thanks to practice-oriented content, lecturers from the industry, and real assignments from companies in business field projects, graduates from the Bachelor’s program in Corporate Communication are ready to start their careers in the communications industry.