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Team PRotatoes: (From left) Pawethra Pauwai d/o G Sarkunan, Irdina Marsya bte Noreffandy, Genevieve Lee, and Goh Si Qi Sylvia.
A group of final year students from Diploma in Mass Communication (DMC) won third place at the SUSS Brand Challenge 2021. They were rewarded with shopping vouchers worth $1,000 and were given a provisional offer of admission to the full-time Bachelor of Science in Marketing with Minor programme at Singapore University of Social Sciences (SUSS).
The competition, organised annually by SUSS, challenged polytechnic students to develop branding strategies for real-world leading brands. This year, three companies were involved in the competition: 1) CR Group; 2) Kele Bakery; and 3) Pick and Go.
More than 60 teams competed against each other and eight were shortlisted for the finals.
Team PRotatoes presented an integrated marketing campaign proposal centred around a left-field brand personality to a panel of brand experts to secure their win.
The team’s proposal aimed to create a strong and clear brand identity for CR Group. Their proposal was strategically planned to ensure that the recommendations resonate with CR Group’s target audience; allowing good brand awareness, particularly in digital space.
Team PRotatoes’s big idea, “Get More Beng For Your Buck”, tapped on the popularity of Ah Boys To Men character Lobang King, and how he is beloved by many – not just for his deals, but also his personality, as the overall strategy of the campaign.
Members of the winning team:
- Genevieve Lee
- Pawethra Pauwai d/o G Sarkunan
- Goh Si Qi Sylvia
- Irdina Marsya bte Noreffandy