University students create marketing campaigns for Proton X70

KUALA LUMPUR: In partnership with Education Ministery, Proton has organised a marketing competition called ‘Intelligence the Inspires Challenge’. Under this competition, university students would execute large-scale marketing campaigns to promote and market the brand’s first SUV, the X70.

Dr Li Chunrong, Proton Chief Executive, said, “I strongly believe that leadership is cultivated from a young age, and so, through this competition we hope to provide the opportunity to our next generation of leaders from established universities in Malaysia to shine on a national level and equip them with the skillsets to excel in the corporate world. We also hope to instill strong communication skills among our young contestants as this is the foundation of working effectively in a team. It comes as no surprise that we named our competition the ‘Intelligence that Inspires Challenge’ as we want to empower our contestants to break out of their comfort zone and drive an impactful campaign,’

Few key highlights of the ‘Intelligence that Inspires Challenge’ are -

• A total of 51 teams from across 20 higher learning institutes in Malaysia have signed up for the marketing contest
• The competition is divided into levels, first is the elimination round, then the semi-final, and lastly finale
• In the first stage, teams were required to create a marketing plan for the X70 ensuring that it maintains its best-selling SUV position in Malaysia

• Out of 51, only 19 teams made it to the second round, i.e., semi-final
• The final round is scheduled to take place on the 23rd June at the Proton Centre of Excellence in Shah Alam
• Top marketing experts will be a part of the judging panel
• For the finals, the contestants are required to plan and execute their marketing campaign for the Proton SUV in the city where their University is situated. Also, they have to perform a community relations event in their respective city/district

Via this programme, both Proton and the participating teams get a chance to give something back to society, and together they aim at improving the quality of life in the country.