Samsung Fire sponsors national college advertising competition

Samsung Fire & Marine Insurance said Tuesday it has wrapped up the "Adding Insurance to the Daily Lives of the 2030 Generation" project after serving as a first-semester sponsor of the Korea Student Advertising Competition (KOSAC), hosted by the Ministry of Culture, Sports and Tourism and organized by the Korea Advertising Federation.

The project began in March in conjunction with regular university coursework, ran for about four months and concluded June 26 with the selection of the top-performing teams. It was designed to reinterpret Samsung Fire's products and services from the perspective of young consumers and to uncover ideas that could be applied to actual brand communications.

KOSAC, the country's largest industry-academia advertising competition, drew 5,453 students from 142 universities nationwide this year, with 1,425 entries submitted in total. Using national health insurance and an insurance gifting service as its themes, Samsung Fire selected 16 outstanding teams through document screening, regional rounds and a national final — awarding one grand prize, two gold prizes, four silver prizes and five bronze prizes.

The grand prize winner, "Insurance The Timing," was recognized for a communication strategy that used investment terminology familiar to the 2030 generation to make insurance more accessible and easier to understand.

The competition also produced a range of ideas that reframed insurance not merely as a tool for risk coverage but as a financial solution for self-management and future planning in everyday life. Samsung Fire said the proposals were significant for pointing to new directions in communicating with younger consumers and expanding touchpoints with them.

Samsung Fire plans to share the standout ideas from the competition with its employees and feature them on its official social media channels.

"This collaboration was a project in which we thought together about how to make insurance feel more familiar to consumers through the fresh perspectives of college students," a Samsung Fire official said. "We will continue to communicate with people across different generations and create new brand experiences from the customer's point of view."

Meanwhile, Samsung Fire has been rolling out a series of products and services targeting the 2030 generation. Notable examples include "Nae Don Nae Sam," a national health insurance product designed for direct enrollment by people in their 30s; "Four Seasons Insurance," which bundles only the coverage needed for each season; and "CREW Deokmingaout Insurance," which covers losses from merchandise fraud and similar incidents at concerts and festivals.