ad2011 Doosan believes in ’People’

By Choi Myoung-wha

Executive managing director Doosan Group

First of all, I’d like to offer my deepest thanks to The Korea Times for giving us the advertising award. It has already been three years since Doosan Group’s advertisement/commercials ― “Human is the future” ― were made. I’m really filled with emotion when I think this advertisement/campaign has played a key role in the country’s PR industry.

This campaign started based on Doosan’s philosophy of “communicating with the young” because we believe any engine for growth and value is within people. We

intended to deliver the message that our company wants to share our vision and understanding with young people trying to develop themselves continuously for their future. Indeed, this is the message that the chief executive officers of Doosan want to deliver.

In fact, Doosan’s CEOs are always trying to communicate with youngsters through SNS or lectures at colleges. Through such communication, young people ask for CEOs’ advice regarding searching for a job and college life among other things. The CEOs give them short but witty advice. This communication is in the context of the PR’ theme, “Human is the future.”

As a result, the PR campaign was designated as the most popular corporate advertisement in a survey of 900 college students, conducted between Feb. 9 and March 24.

The results show that the popularity of Doosan has been on a steady rise and the target audience evaluates the campaign positively. The corporate culture of Doosan, which pays attention to people, is now better understood by the young and consensus is growing over the campaign’s ultimate motive.

Doosan will continue the “Human is the future” campaign to communicate with the young and reflect the group’s corporate values prioritizing people. I’d like to ask you to keep paying attention to our true voice. Thank you.