SK Innovation invites students as ad judges
Some 150 college students review and judge SK Innovation’s 2018 advertising campaign plans proposed by ad agencies at its headquarters in Seoul. Courtesy of SK Innovation
By Park Hyong-ki
To promote SK Innovation as a young and cool brand, the company has invited college students to be the judge of the company’s 2018 advertizing campaign.
About 150 students will review the company’s corporate advertisement plans proposed by advertizing agencies.
They will then select the most promising one that could further help consumers identify SK Innovation as innovative.
The company invited college students via Facebook to sign up as judges to give marks on ad agencies bidding for an SK Innovation account.
Some 150 were selected, with various backgrounds, including those who currently study marketing and advertising.
“There are also students who simply want to experience the corporate advertising world,” an SK Innovation spokeswoman said.
Last year, it had 40 students reviewing and judging its ad campaign in the bidding.
SK Innovation has been using the concept of “artvertising,” which integrates art, drawing and music with conventional advertising methods.
It has corporate ads featuring an actor pencil drawing SK Innovation’s offshore plants and workers in fast motion, and another ad using the Turkish art of marbling.
One of the criteria the judges will be looking at will include whether the proposed ads reflect SK Innovation’s drive to promote social and sharing values, it said in a press statement.