KB Kookmin Card Hosts 'Project Persona' College Student Contest on Check Cards

Optimized Check Card Products and Marketing Ideas for 6 Virtual Characters ? Submissions Accepted Until the 26th

[Asia Economy Reporter Ki Ha-young] KB Kookmin Card announced on the 14th that it will hold a university student contest called ‘Project Persona,’ where students propose check card-related products and marketing ideas optimized for the hyper-personalization era from the perspective of the main check card user group, university students.

This contest was prepared to strengthen communication with university student customers through check cards and to find insights necessary for discovering new check card business models based on various ideas proposed by them.

Participation in the contest is open until the 26th for students currently enrolled in or on leave from university, either individually or in teams of up to five members.

Applicants can choose one of six virtual characters (personas): a 25-year-old male job seeker who is a popular food review Instagrammer; a 32-year-old female game developer who enjoys web dramas and is interested in financial investment; a 27-year-old female travel essay writer who enjoys various social gatherings; a 37-year-old male grooming enthusiast and president of a bicycle riding club; a 20-year-old female freshman university student majoring in design; or a 30-year-old male office worker born in 2010 and an early adopter. They then make effective check card-related proposals tailored to the selected customer.

Details can be freely set to include product planning, marketing and promotional strategies, or proposals for new future card types optimized for the virtual character. Along with the contest task, free video content can also be attached. The first round of document screening results will be announced on June 5, and those who pass will present their topics to judges composed of KB Kookmin Card practitioners and others during June.

Judging will focus on the originality of the proposal, applicability to work, and reflection of theme keywords. The top team receiving the highest evaluation will be awarded a certificate and a prize of 5 million KRW. They will also have the opportunity to participate in the ‘Visa University Marketer Program,’ which includes practical training from Visa’s global marketing staff. Two teams will receive the Excellence Award with certificates and 3 million KRW each, and three teams will receive the Merit Award with certificates and 2 million KRW each. Winning proposals will be used in future KB Kookmin Card check card product planning and marketing.

A KB Kookmin Card official said, “We prepared this contest to hear the needs of customers and market trends that check card product planners or marketers might miss, directly from university students’ voices. We look forward to the active interest and participation of university students who have new perspectives and creative ideas about check card trends.”

This content was produced with the assistance of AI translation services.