DEVELON

Doosan Infracore will host a marketing communication contest targeting college students in the form of an audition, a competition format that has been in vogue in recent months.

The contest, which aims to reward students for marketing communications that enhance Doosan Infracore’s brand image, will be different from ordinary contests that receive applicants’ completed work and select the winners through a one-round review. The contest will be conducted through a method in which proposals are reviewed and selected applicants will participate in a training camp, develop their ideas, and make open presentations to improve the quality of their ideas. Additionally, experts in advertising, branding and marketing will take part in the contest as mentors for participants. In short, the contest will be conducted in a similar format to an audition for singers, in which amateur singers engage in a competition for their debut.

The contest will entail preliminary and final rounds of competition, and continue through February. Students from four-year colleges and universities in Korea and overseas can take part in the contest in teams with four to six members. With the aim of ultimately producing print advertisements, participants are requested to submit proposals aimed at enhancing Doosan Infracore’s brand image. Applications should be submitted by January 27, and the grand prize winner will be awarded an opportunity to experience, firsthand, a sports marketing project overseas and US$ 4,360 in scholarships. Also, the winners of the second prize, third prize, and honorable mention will receive US$ 3,490, US$ 2,620, and US$ 1,740 in scholarships, respectively.

Twenty teams that pass the first round through the review of proposals will be invited to take part in the three-day boarding camp, which starts February 9. On the first day and in the morning hours on the second day, the participants will listen to a series of lectures offered by experts in marketing, branding, advertising and global business. They will have a chance to revise and develop their proposals by using knowledge and inspiration gained from the lectures.

When the lectures are over, each team will develop proposals under the guidance of mentors and compete in an open competition session to advance to the final round. Work will be reviewed by experts from the industry as well as executives and staff members from Doosan Infracore. The 20 teams will make presentations in the presence of other teams, and the judges will give comments on work following each presentation.

The six teams that advance to the final round will prepare final presentations in four days, together with the mentor groups consisting of advertisement producers and ad designers. They will not attend a boarding camp in the final round. Each team will develop its proposals into practical ideas and produce print advertisements that apply such ideas, which will be evaluated by judges and other teams. The final winners will be determined through an overall tally of scores, and the winning team’s idea will be applied to Doosan Infracore’s corporate ad.

A Doosan Infracore official said, “A college student contest that includes a training camp and mentoring is rare, compared to the simple contests where ideas are given grade marks and scores according to proposals submitted.” For more information on the contest, please visit Doosan Infracore’s Facebook page at www.facebook.com/DSinfracoreYP.