Proton partners Ministry of Education to empower university students


Youths are in a very awkward and often challenging position in today’s society. Often deemed as “inexperienced”, sometimes “naïve” by the elders. But as valuable and important as experience is, the unadulterated minds of eager youths have given birth to some of the most impactful and creative ideas which is why Proton is looking to engage Youth Power in their latest campaign.

Organised in partnership with the Ministry of Education, the Intelligence that Inspires Challenge engages university students nationwide to lead and execute meaningful community-focused marketing campaigns surrounding the Proton X70.

Participants executing their respective campaigns

The competition serves as a platform for the 51 teams from 20 tertiary institutions to experience the full journey of executing a marketing plan from conceptualising the idea to getting their hands dirty with the groundwork. Proton hopes that the participants will be able to develop the essential soft skills needed to excel in the corporate world.

The challenge, now in its second phase, will see 19 selected teams to plan and execute their marketing campaign for the X70 in the city where their university is located as well as organise a community relations event in their district/city. Proton will be supporting the teams throughout the journey, indirectly giving back to the communities.

On top of that, to be crowed as champions, the participating teams will have to also prepare an executable sustenance plan to maintain the X70’s sales leadership in Malaysia. The competitors will be judged in the final round by a panel of experts from the automotive industry as well as in the field of marketing.

CEO of Proton Dr Li Chunrong said: “I strongly believe that leadership is cultivated from a young age, and so through this competition we hope to provide the opportunity to our next generation of leaders from established universities in Malaysia to shine on a national level and equip them with the skillsets to excel in the corporate world. We also hope to instil strong communication skills among our young contestants as this is the foundation to working effectively in a team.”


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Adrian Chia

Adrian Chia

He believes that the perfect remedy to Monday blues is a mixture of 4 wheels, clear roads and a pinch of twisty tarmac. A hot hatch is the icing on the cake.
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