Z Marketer, a marketing competition initiated by BUV students, encourages young talents to develop practical marketing solutions for real-world business challenges. Now in its fifth season, the competition has grown into a vital bridge connecting students with leading marketing experts. Organized by students of the British University Vietnam (BUV), the competition continues to spark fresh perspectives and strengthen its reputation as a pioneering platform for young marketers.

This year’s event drew nearly 200 teams and 549 students nationwide, alongside prominent industry mentors and guests.

Inspired by the kaleidoscope, the theme “The Art of Seeing” encouraged participants to look at the world through different lenses, from consumer behavior and emotions to social needs. The aim: to show that creativity comes not from inventing something entirely new, but from finding fresh perspectives on the familiar.

Patriotism in every campaign

With a brief from Canifa S brand to develop a marketing plan for its new Gen Z collection, the five finalist teams presented bold ideas inspired by Vietnamese culture and people.

The winning team, “Zet zun kam kap,” three BUV students, impressed the judges with their campaign “Giu Nep – Giu Lua.” Their concept tapped into Gen Z’s patriotism not through slogans but through everyday choices. The big idea, “Wear What Makes Us,” blended nostalgia with youthful energy, brought to life through two collections and an integrated marketing plan spanning online and offline channels.

The runner-up teams, “RNB” and “b4n thuok l4o o Ho Tay,” also left a strong mark. “Dong Bao – Dong Chat” by b4n thuok l4o o Ho Tay linked Canifa S’s values of “Quality, Essence, and Character” with Gen Z’s national pride, transforming familiar street corners into “living cultural stages.” Meanwhile, “Theu Net Viet – Det Chat Z” by RNB wove together tradition and youth identity with a hand-embroidered collection inspired by ‘Uncle Ho’s Five Teachings,’ supported by out-of-home ads, workshops with Quat Dong artisans, and a cultural exhibition.

The finale featured a panel of experienced judges and mentors, including Mr. Pham Ngoc Dai Duong, CEO of Ocean Brothers Media and Entertainment JSC; Ms. Nguyen Bich Ngoc, Brand Manager at Canifa; and Ms. Nguyen Mai Phuong, Global Digital Lead at a WPP media brand. They not only evaluated presentations but also shared practical knowledge, offering participants valuable insights and potential for future collaboration.

A launchpad for creative and bold marketers

For the winning team, the experience was as important as the prize. “Each round pushed us beyond our limits, teaching us to listen, collaborate, and stand for our ideas,” said Do Ngoc Huyen. “Today’s victory is not just our pride but a motivation to continue spreading the ambition and creative spirit of Vietnamese students.”

According to Ta Ha Lan, Head of Student Engagement at BUV, the competition is as much about organization as participation. “From ideation and communication to execution, our students have been at the core of every stage across all seasons. The success of Z Marketer reflects BUV’s commitment to holistic education and a proactive learning spirit.”

Since its launch in 2019, Z Marketer has welcomed more than 5,000 participants and generated over 1,000 ideas from universities across Vietnam. Now in its fifth season, it continues to uphold its core values of creativity, inclusivity, and credibility, while giving Gen Z marketers a stage to show how Vietnamese culture and spirit can drive modern campaigns.

Learn more about the British University Vietnam at: https://www.buv.edu.vn/