Jayewardenepura University emerges champions in “AdCon” | Daily News


Inter-University Advertising Competition

Jayewardenepura University emerges champions in “AdCon”

University of Sri Jayewardenepura Team which emerged Champions receive the award
University of Sri Jayewardenepura Team which emerged Champions receive the award

The Ruhuna University’s Department of Marketing has organised the first ever ‘Advertising focused Inter-University Competition “AdCon,” where the awards ceremony was held at the Ruhuna University. The University of Sri Jayewardenepura emerged champions.

“AdCon” which progressed since September 2019 as a multi-phased competition, was completed on February 6, enabling all undergraduates in all Universities to showcase their creative marketing skills which now bridged a relationship with the corporate sector.

The “Adcon” Competition revolved round two powerful brands in Sri Lanka; Close-up which is a Tooth Gel brand of Unilever Sri Lanka and People’s Bank. Unilever Sri Lanka partnered as the platinum sponsor, while the People’s Bank partnered as gold sponsor.

Over 300 undergraduates from all universities participated at the initial round held at Unilever Sri Lanka. Contestants were appraised as to how they be creative by the ‘Close-up’ Brand Manager of Unilever. Guest Speaker Nathasruban Sivapathan, Chief Creative Officer, TBWA Sri Lanka (a Global Advertising Agency).

The contestants were supposed to come up with creative integrated communication plans to sell the product to the final consumer. The effectiveness of communication plans of all competing universities was evaluated, based on criteria such as creativity, research, insight and potential for implementation.

In the first round, 7 teams - University of Sri Jayewardenepura (Team “Sankalan”), University of Jaffna (Team “Dream Viewers”), Wayamba University (Team “X” and Team “Alter Ego”), Sabaragamuwa University (Team “Tycoons”), South Eastern University (Team “Marketroops”) and the University of Moratuwa (Team “Wave”) were selected.

Finalists were required to implement the communication plan to enhance the visibility of the consumer product. Before the implementation of their plans, the Teams were exposed to a face to face discussion with the Close-Up Brand Manager Madusha Rajarathna. The Teams implemented their plans in digital media platforms; Facebook and YouTube for a period of 8 weeks. The effectiveness of the implementation was assessed by a Panel of Judges headed by Dr. T. S. L. W. Gunawardhana, the Dean, Faculty of Management and Finance.

The finalists were given another sub-task apart from the Digital Media Campaigns, where the

contestants were asked to do a research of the People’s Wave App of People’s Bank.

Out of the finalists, the “Sankalana” of the University of Sri Jayewardenepura, emerged as Champion, giving a head-to-head challenge to Team “X’ from the Wayamba University of Sri Lanka, who secured the place of First Runner-up and the Team “Tycoons” of Sabaragamuwa University of Sri Lanka who emerged as the second runner-up.

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