Oasis Water provides clean, safe drinking water, but also boasts a variety of other product lines such as juice, ice tea and energy drinks. However, it is the REFILL@OASIS concept, on which Oasis Water was founded in 2003, that is amongst their top selling and best value for money products, although less known among consumers.

The third-year BCom Marketing Management students were posed the challenge in their practical project to create awareness in general for the REFILL@OASIS concept, but more specifically for the Oasis Express Self-serve Refill station. In order to accomplish this, student teams had to develop an integrated marketing communication (IMC) plan.

Students kicked off the project working as individuals, but eventually formed online buddy teams and worked in teams of six to gradually build their confidence in working in teams in the virtual environment.

Students were excited to meet the client virtually for a hands-on presentation about the brand. They posed their comments and questions via the online chat function and used emojis during the presentation to share their enthusiasm and interest. Given the realities of COVID-19 and virtual classes, the lecturer had to think outside the box to ensure that students still had the opportunity to experience the brand and products. Much to the students’ delight they each received Oasis Water e-vouchers to redeem at their nearest store to ensure that they gained first-hand experience with the brand.

It was not all fun and games, as students wrote a brand review and prepared an infographic showcasing the target market, competitors, and brand strengths and weaknesses. In the second phase, students prepared mood boards and videos to pitch their ideas to the client and after getting the green light, they prepared a comprehensive IMC strategy which included an experiential marketing strategy and a digital marketing campaign.

The project concluded on a high note when student teams had the opportunity to share their strategies with the exam panel consisting of several Oasis representatives, Prof Tania Maree, and their lecturer, Prof Melanie Wiese, on the Hatfield Campus on 15 November 2021.

Below are some creative ideas from students to bring their strategies to life.