Brand Imprinting Among Golf Fans with the Doosan Construction We’ve Golf Team
One-Point Lessons for Residents by the Golf Team
Strengthening Direct Communication with Customers
Doosan Construction is standing out with sports marketing strategies that differentiate it from other construction companies. Since 2023, the company has established the "Doosan Construction We’ve Golf Team," combining its residential brand We’ve with sports content in its marketing efforts.
The strategy is to expand brand awareness among golf fans while connecting the activities of the golf team to direct brand experiences. Through a variety of customer engagement programs and social contribution activities, Doosan Construction is enhancing its brand recognition.
Doosan Construction has linked the personalities and playing styles of its golf team members to the five essentials of "We’ve" (Have, Live, Love, Save, Solve). By increasing the consistency of brand messaging both at tournaments and in content, the company is naturally embedding the "We’ve" image in the minds of consumers.
Doosan Construction also operates programs that customers can experience firsthand. "Swing and Share," designed to strengthen direct communication with customers, has received high praise from participants. This event, which embodies the values of golf and sharing, is an experiential program where the Doosan Construction We’ve Golf Team meets residents at Doosan Construction apartment complexes.
Golf team members visit residential complexes to provide one-point lessons and autograph sessions for residents who have registered in advance. Launched last year at "Haengjeong Town Central Doosan We’ve" in Cheonan, South Chungcheong Province, the event was also held this year at "Doosan We’ve the Zenith Harbor City" in Busan and "Doosan We’ve the Zenith Central Yeo-ui" in Incheon.
At the "Swing and Share" event held at "Doosan We’ve the Zenith Harbor City," pro golfer Hyunju Yoo is conducting a one-point lesson. Provided by Doosan Construction
On November 29, professional golfers Hyejun Park, Gyeol Park, Yoolin Lee, and Hyojoo Yoo attended a fan signing and photo event at the "Doosan We’ve the Zenith Central Cheonan" model house. On November 30, Heejeong Lim, Minsol Kim, and Hyunju Yoo participated in similar activities. There was also a raffle event where players gifted their personal items. Visitors responded enthusiastically to the players’ active fan service, and the differentiated event is credited with increasing brand satisfaction.
The Doosan Construction Golf Team is not only expanding brand touchpoints but also engaging in social contribution activities. Upon the team’s founding, Doosan Construction introduced a "Birdie Fund" system, where a fund accumulates based on player performance and is donated to those in need. The company has also hosted the KLPGA "Doosan Construction We’ve Championship" for three consecutive years, operating sharing programs during the tournament. On-site events such as the We’ve Charity Zone are held to collect donations.
Participatory donation programs continue, such as returning gallery ticket sales proceeds to society. The fund supports areas in need, including people with disabilities, vulnerable housing groups, and wildfire recovery efforts. At the Doosan We’ve Championship, a limited-edition t-shirt event was held, with all proceeds from t-shirt sales donated, allowing fans to participate directly in giving. In its third year since founding, the Doosan We’ve Golf Team recorded a total of four victories in the KLPGA this year, ranking second among all teams in number of wins.
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