35-hour Marketing and Communications Challenge

Nearly 150 students from Hanoi universities and colleges join InternPitch Camp 2025

A standout feature of the programme is its hackathon-style format, a fast-paced creative competition held over a short period. Students were divided into “mock agency” teams, learning from experts while applying their knowledge to develop and pitch an Integrated Marketing Communications (IMC) campaign based on real-world briefs from businesses in trending sectors like industry, finance, and telecommunications.

Brainstorming Under Pressure
Immediately after receiving the brief, the “agencies” plunged into a race against time with immense pressure. Each team had less than 20 hours to transform a raw brief into a complete IMC plan, meeting both brand requirements and practical demands.

Far from typical group assignments, students were immersed in the workings of a real agency. Roles were clearly assigned: market researchers studied the market and uncovered insights, planners crafted creative ideas and strategies, creatives developed concepts and visuals, media teams evaluated implementation channels, and account managers oversaw progress and connected the team with mentors.

Students engaged in lively discussions to select a compelling big idea and a catchy key message aligned with the brand’s positioning. Many teams worked through the night to finalise their proposals and prepare for pitching. Under this pressure, their professional thinking and teamwork spirit enabled them to transform hour by hour.

Student Teams Collaborate to Build IMC Plans

“Working and learning non-stop for over 30 hours was exhausting at times, but in the end, our team came together, motivated, and supported each other to produce a plan we’re all proud of,” shared the Sấu Xanh team.

Lively Debates and Presentations
On the afternoon of 11 May, the atmosphere at the British University Vietnam (BUV) campus buzzed with excitement and tension as student teams entered the pitching round. In 20-minute slots, each team presented their plan with a professional structure. The groups showcased confidence, strong critical thinking, and flexible problem-solving skills.

For the brief on raising awareness about sustainable development (ESG) in the industrial sector, all five competing teams delivered ideas praised by experts for their practicality. The Cóc Cóc Team stood out with their concept, “Investing for a Green Future,” which clearly demonstrated the brand’s commitment to ESG. They effectively leveraged a Leader Talk (expert panel discussion) as the core activity, aligning closely with the business’s requirements.

Cóc Cóc Team’s Presentation Highly Praised by Judges

The ideas for the finance and banking sector also impressed, cleverly blending Gen Z’s green lifestyle with traditional cultural elements. The Sấu Xanh team stood out with their big idea, “A Vibrant Green Hue,” leveraging the imagery of Cô Đôi Thượng Ngàn (A revered forest goddess in Vietnamese Đạo Mẫu spirituality) and a communication strategy that resonated with young people’s information consumption habits. The plan helped position “green” as a new identity for Gen Z, tied to financial behaviours aligned with the product.

Sấu Xanh Team Wins with Innovative and Inspiring Idea

Judges in the telecommunications sector took considerable time to select the two winning “agencies” from five outstanding proposals. The Metafour team presented an emotional concept tracing the journey from 2G to 5G, weaving in nostalgia and transformation. Meanwhile, Cận Bros offered a more daring strategy with live tech events emphasising user experience, ultimately securing a remarkable victory.

Cận Bros Team Impresses Judges with Confident Q&A Performance

A Practical Academic Playground
A notable point among the winning teams was the participation of students from international universities in Vietnam, highlighting their innovative thinking, creativity, and multi-angle problem-solving, which significantly contributed to their high rankings.

“This isn’t just a competition, the goal is to help interns get familiar with a real, competitive work environment, preparing them with the mindset and experience to step into professional life and kickstart their careers”, said Ms. Đỗ Thị Hải Đăng, CEO of Le Bros.

Speaking at the event, Professor Rick Bennett, Deputy Vice-Chancellor and Vice-President of BUV, stated: “We believe the most effective way to learn is through hands-on experience and applying theory to real-world situations. This 35-hour programme offered students the opportunity to push their limits, showcase their ideas, and uncover their true potential.”

InternPitch Camp 2025 provided students with an opportunity to sharpen their strategic thinking, teamwork, and adaptability – core skills essential for today’s marketing and communications industry. Alongside InternPitch Camp 2025, British University Vietnam also supports and organises numerous practical experience activities annually, aiming to nurture a generation of students who excel academically and are ready to enter the job market with confidence.