JUDGING CRITERIA

The creative idea Strategy Relevancy to brief Execution

(50%) (20%) (20%) (10%)

Is the work innovative and
surprising? Has the team
been creatively bold? What
is the potential for industry
impact?
Does the idea have a clear Does the work clearly How well crafted is the
insight and strategy? Is the answer the client’s brief? work?
strategy relevant to reach the
target audience?

------------oOo------------

BRIEF
MARKETERS CATEGORY

A/ The context
Budweiser is a medium-bodied, flavorful, crisp American-style lager, founded in 1876 in the city of Saint Louis.
Brewed with the best barley malt and a blend of premium hop varieties. With over 150 years of deep-rooted
heritage, now we are the most valuable beer brand in the world (Kantar BrandZ Ranking 2023). Budweiser is always
a brand built on ambition and optimism, and our brand purpose is to energize you to seize opportunities and fulfill
your dreams. As we are driven by ambition and the desire to achieve greatness, “Yours To Take” becomes our
creative tagline across many campaigns, as an ultimate call-to-action that inspires people to reach for and
experience extraordinary things in their lives.
More than a beer brand, we are a global cultural icon. Our history relates to music, to cinema and we are part of the
journey of many relevant artists in the world. Budweiser has also been the official beer of the FIFA World Cup since
1986. Shaping culture is our aspiration to continually stay relevant with people around the world through music,
fashion and sports.
Budweiser entered the Vietnam market in 2014 given the exciting growth opportunity. The brand is competing in
Premium segment. Being the late entrant, we’re the challenger brand in the market of long-standing players.
From the beginning, Budweiser established its strong influence in music by pioneering and partnering with multiple
organizers to bring world-class international artists to Vietnam (Hardwell, Tiesto, Afrojack, Steve Aoki etc.) and
collaborating with Vietnam homegrown superstars (Touliver, Hoang Thuy Linh, Rhymastic, 16 Typh) with
chart-topping tracks. Budweiser is the icon of celebration, where people are enjoying great time together in a
high-energy atmosphere and venue. In Vietnam, Budweiser is present at premium/contemporary beer gardens
(e.g., The Gangs, Ba Gác, Poc Poc in HCMC and Tự Do, 1900, Quán Nhỏ in Hà Nội, to name a few).
Besides EDM Festival integration, Budweiser also pioneered hosting proprietary events and executed initiatives that
had never been done in Vietnam:

1
 • Sky Party on Bitexco Helipad in 2015.
• Festive Celebration at The Reunification Palace in 2016 in which the stage was the giant DJ Turntables.
• BudX HCMC Event 2019 in HCMC – a 3-day event hosted at the HCMC Museum of Fine Arts. It was the first
time we launched our limited collection of fashion collaboration with Headless – a contemporary local
fashion brand and it’s sold out fast.
• We partnered with GenFest – the biggest music festival for the Youth in November 2023, providing an
exclusive experience to distinguished guests/celebrities and power consumers at our own BudX area with
ice-cold Budweiser in the aluminum bottles and engaging activities for people to have a chance to win
limited Budweiser merchandise.

B/ The challenge
As the challenger brand, we always strive to do things differently to set ourselves apart from competition. In the
market where brands activate lifestyle predominantly through music, in the same formula – proprietary event and
festival integration (with international and local artists), our challenge is how we could anticipate emerging culture
or subculture trends to tap into and activate accordingly, to stay relevant and connect with our consumers in a more
meaningful way.

C/ Target audience
Males and females, 25-34 y.o, living in urban cities.

WHO ARE THEY?

• Confident, assertive, influential – already have certain successes in life and want to make sure that they will
be shown to others.
• Trend-adopters – enjoy updating with new things to lead the trend, adding their own personal signature.
• Active in groups – high participation in social groups to gain specific benefits.
• Bold beer drinkers – prefer beer brands that can support them to express their personal style & prove value.

WHAT DO THEY DESIRE?

• Personal reputation – striving for greater sources of income to satisfy the need to project an image and
accumulate valuable and luxurious assets.
• Recognition and admiration from others – be a role model of success & pioneer within the social groups
(i.e., unique lifestyle, happy family, successful career path & an inspiring leader).

WHAT ARE THEY CONCERNED ABOUT?

• Fear of failure – feel under high pressure to perform as the role model they have defined – a respected,
successful rank to align with family pride and security for the future.
• Fear of missing out, hence, always looking and following external social trends – more for outer glory, less
inner searching.
• Lack of time for bonding/ interacting with others but spend more time on purposeful, rather than authentic
relationships.

THEIR BEER DRINKING ATTITUDE

• Foreign/ imported beer or new brand with activation/ PG recommendation attracted – more luxurious/
classier to show a more impressive image than Vietnamese beer.
• Less loyal to specific brands, driven by occasion and participants – willing to upgrade beer brand to
expensive/ premium beer to invite guests to show their image, not to be left behind peers.

D/ The task
Campaign Job to Be Done (JTBD)
GET: Beer drinkers, 25-34 y.o & living in urban cities, who always seek to experience extraordinary things and
unstoppably strive for greater things in life
TO:
• Think: Budweiser is a trendsetting brand
2
 • Feel: Feel inspired by the experiences the brand brings
• Do: Crack open a Bud during social mixed and party occasions
BY: Discovering and understanding emerging culture and sub-culture trends (that resonate with target consumer)
and activating an experiential initiative based on those relevant trends to connect and engage with consumer in a
cool and meaningful way – e.g., in Music, Fashion, Art, or Lifestyle.

DELIVERABLES
Candidates is encouraged to propose an integrated marketing proposal following the JTBD above, in order to
achieve strategic objectives as follows:
• Imagery: Budweiser becomes a trend-setting brand in the beer category.
• Behavior: Increase the penetration of Budweiser in Ho Chi Minh and Hanoi.

Estimated campaign budget: $500,000

E/ References
A few notable campaigns that we have done:
- “Chất Êm, My Game” MV: LINK
- BUDX 2019: LINK
- Genfest 2023 Aftermovie: LINK
- Budweiser Logo: LINK
- Budweiser Fonts: LINK

F/ Deliverables
Within 24 hours, each team has to create an integrated marketing proposal in a 10-slide presentation (including
1 slide of an executive summary of the entire campaign). This must include:
1. Campaign objectives
2. Strategy - Strategic planning & approach
3. Insight and Idea - This includes your market research and data gathering

Ready to submit?
- Convert the 10 slide presentation to pdf with max. 10MB in size.
- Also don’t forget to prepare a thumbnail in less than 2MB which is the screen grab/ screen capture of the
executive summary slide when you submit the works.
- Read the submission guidelines carefully here.

---------GOOD LUCK & THANK YOU--------

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Please note that by disclosing part or entire information to any other third parties might infringe
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