Gen Z showcases Vietnamese spirit at Z Marketer Competition season 5

The Z Marketer Competition Season 5, held at BUV, attracted nearly 200 teams and 549 student participants from across the country, along with prominent marketing mentors and guests.

Inspired by the kaleidoscope, this year's theme, "The Art of Seeing," encouraged Gen Z marketers to view the world through diverse lenses, from consumers' emotions to society's needs. The goal was to highlight that creativity does not always lie in inventing something entirely new but in offering unique perspectives on the familiar.

Top teams pitching their marketing campaigns at Z Marketer Finale. Photo courtesy of BUV

Patriotism in every campaign

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

The "Zet zun kam kap" team of three BUV students took first place with their campaign, "Giu Nep - Giu Lua." They impressed the judges with a sophisticated, nuanced solution that aligned with the competition theme. Their campaign tapped into Gen Z's sense of patriotism—not through lofty slogans, but through everyday choices. The big idea, "Wear What Makes Us," struck the perfect balance, inspiring while staying closely tied to the fashion products and steering clear of overused "cultural celebration" clichés. With two collections, Giu Nep and Giu Lua, they blended nostalgia with youthful energy, brought to life through a creative, clear, and integrated marketing plan that seamlessly spanned both online and offline channels.

Zet zun kam kap team engaged in discussions to address the judges' questions. Photo courtesy of BUV

The two runner-up teams, "RNB" and "b4n thuok l4o o Ho T4y," were praised for their inspiring and impactful campaigns.

The "Dong Bao-Dong Chat" campaign by the "b4n thuok l4o o Ho T4y" team showcased sharp strategic thinking, linking Canifa S's three core values of quality, essence, and character with Gen Z's national pride. Their idea of transforming familiar street corners into living cultural stages made the brand both familiar and inspiring.

"RNB" impressed with their "Theu Net Viet–Det Chat Z" campaign, blending traditional values with Gen Z identity through a hand-embroidered collection inspired by "Uncle Ho's Five Teachings." Their integrated marketing plan, featuring out-of-home advertising, workshops with Quat Dong artisans, and a cultural exhibition, made a lasting impression on community engagement and education.

Z Marketer 2025 was supported by a distinguished panel of experienced judges and mentors from the industry, including Pham Ngoc Dai Duong, CEO of Ocean Brothers Media and Entertainment JSC; Nguyen Bich Ngoc, Brand Manager at Canifa; Nguyen Mai Phuong, global digital lead at an A WPP Media Brand; and many other representatives.

Judges give feedbacks on the student teams' presentations. Photo courtesy of BUV

Beyond judging, the panel actively shared practical knowledge and experiences, creating unforgettable learning opportunities for participants. Many judges and mentors expressed enthusiasm for fostering long-term collaborations in the future.

Launchpad for creative, bold marketers

Z Marketer is a marketing competition initiated by BUV students to encourage young talents to develop valuable marketing and commercial solutions to address real-world business challenges.

5 excellent teams who advanced to the Finale. Photo courtesy of BUV

Do Ngoc Huyen, a member of the champion team, expressed that each round pushed her and other contestants beyond their limits, teaching them to listen, collaborate, and stand for their ideas. "Today's victory is not just our team's pride but also a motivation to continue spreading the ambition and creative spirit of Vietnamese students."

Ta Ha Lan, Head of Student Engagement at BUV, shared that Z Marketer Season 5 not only celebrates breakthrough ideas but also highlights the talent and determination of BUV students. "They are not only outstanding contestants from diverse disciplines but also the successive generations who have organized the competition. From ideation and communication to execution, our students have been at the core of every stage throughout all seasons. The success of Z Marketer strongly reflects BUV's commitment to holistic education and a proactive learning spirit," Lan added.

Launched in 2019, Z Marketer has seen four highly successful seasons, welcoming over 5,000 participants and more than 1,000 ideas from public and international universities across Vietnam.

In its fifth season, Z Marketer continues to uphold its core values of creativity, inclusivity, and credibility. The direct interaction between participants and industry experts has elevated Z Marketer beyond an academic competition, transforming it into a practical environment where students learn and connect with leading professionals.

The competition has also proven to be a launchpad for creative, practical ideas, while reflecting BUV's educational mission: nurturing a generation of innovative, globally integrated students who contribute and bring meaningful solutions to businesses.

Learn more about the British University Vietnam here.