MassComm CMU Team “All Stars” placed third in ‘U Power: Digital Idea Challenge’

15 July 2021

Faculty of Mass Communication

‘All Stars’, the team from the Faculty of Mass Communication, Chiang Mai University, was the second runner-up at ‘U Power: Digital Idea Challenge’ Nationals, receiving a trophy, certificates, and a prize of 30,000 baht from the Ministry of Digital Economy and Society (MDES) and the Ministry of Higher Education, Science, Research, and Innovation (MHESI). It was the second time that CMU representatives have won an award from this prestigious competition. The members of this award-winning team were Mr. Anuphong Kaewkhamfu and Mr. Thichakorn Hongrat, third year students from the Digital Film programme, along with Mr. Thabin Wangkhanai, Mr. Chotiphong Prasitchokchai, and Mr. Jarudet Janthong, fourth year students from the Marketing Communication programme. Their supervisor was Ms. Sulita Dhipayot.

This year marked the fifth consecutive ‘U Power: Digital Idea Challenge’ competition, with 797 participating teams from 59 universities nationwide showcasing their abilities and creativity without bounds for the chance to win a trophy from the prime minister, with a total prize money of 1.5 million baht. The marketing plan competition focused on the application of Digital Technology Demand Generation to 10 challenges in the country’s leading industries.

The CMU team worked on a marketing plan for the brand The Original, taking on the challenge of promoting awareness and recognition of their pore strips among the target groups via online channels to boost sales. The campaign, ‘The Original: The Ultimate Pore Strips’, was targeted towards school and university students in Chiang Mai. A commercial under the same name was released to promote awareness and recognition, and a trial product was then distributed to the target groups to boost sales through various media, both online and offline. The eponymous campaign song and music video released along with other promotion activities helped boost sales at 7-11 and online, exceeding 116 within a week.

This successful marketing effort has helped generate brand awareness for The Original and its pore strips, expanding recognition to a wider audience and leading to a sales increase. The team has also demonstrated the ability to present digital marketing objectives and strategies and to administer a working plan that shows creativity and practicality that can contribute to the brand’s operation and strength in the future. It is also a great opportunity for young marketers to grow and develop business models with great potential that would drive the nation’s economy.
The organiser has decided to wait to hold the award ceremony after the COVID-19 situation resolves.
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