International university students shine at marketing and communications challenge

The event took place over May 10-11 and was designed for final-year students and recent graduates looking for internship opportunities in the marketing and communications field.

A standout feature of the programme is its hackathon-style format- a fast-paced creative competition held over a short period.

Nearly 150 students from Hanoi universities and colleges took part in InternPitch Camp 2025

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.

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 such pressure, their professional thinking and teamwork spirit enabled them to transform hour by hour.

Student teams collaborating to develop their IMC plans

"Working and learning non-stop for over 30 hours was exhausting at times, but eventually, our team came together to motivate and support each other to produce a plan we’re all proud of," said a member of the Sau Xanh team.

On the afternoon of the final day, the atmosphere at the 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 environmental, social, and governance (ESG) issues in the industrial sector, all five competing teams delivered ideas praised by experts for their practicality.

The Coc Coc 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.

The ideas for the finance and banking sector also impressed, cleverly blending Gen Z’s green lifestyle with traditional cultural elements.

The Sau Xanh team stood out with their big idea, "A Vibrant Green Hue", leveraging the imagery of Co Doi Thuong Ngan, a revered forest goddess in Vietnamese Dao Mau 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.

The Sau Xanh team won with its 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, the Can Bros team offered a more daring strategy with live tech events emphasising user experience, ultimately securing a remarkable victory.

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 Do Thi Hai Dang, CEO of Le Bros.

Speaking at the event, Rick Bennett, deputy vice chancellor and vice president of BUV, said, "We believe the most effective way to learn is through hands-on experience and applying theory to real-world situations. This 35-hour contest offered students the opportunity to push their limits, showcase their ideas, and uncover their true potential."

InternPitch Camp 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, 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.

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