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With extensive experience in similar competitions, BIZBUDS once again showcased their expertise in strategic marketing. The team is still strengthened by Alika Hanifia Badri (Mechanical Engineering 2024), Julius Ezra Natanael (Mechanical Engineering 2024), and Hayfa Jovalo Ramadhan (Architecture 2024), who had also previously competed at the international level.

^{Infographic of the BIZBUDS Team's Project in the 2025 MIST Marketing Case Competition (Photo: BIZBUDS Team Documentation).}

The competition, organized by the Faculty of Economics and Business (FEB) at Universitas Indonesia (UI), partnered with Prudential Syariah as the case collaborator under the theme “Deciphering Narratives: Entering Immersive Realms of Experiential Marketing.” The main focus of the competition was to create innovative marketing strategies targeting Gen Z and informal sector workers.

The journey of the BIZBUDS Team in this competition was far from easy. After passing the preliminary stage by submitting a strategic proposal, they secured a spot in the Top 16 out of 70 participating teams. On February 17, 2025, they advanced to the semifinals held at Kota Kasablanka, Jakarta, where they were challenged to craft a pitch deck to be presented before a panel of judges from various renowned consulting firms.

^{BIZBUDS Team’s Project Presentation at the 2025 MIST Marketing Case Competition (Photo Courtesy: BIZBUDS Team).}

The final round of the competition was held on February 19, 2025, at Prudential University, Kota Kasablanka, with a panel of judges directly from Prudential Syariah. The biggest challenge for the BIZBUDS Team was condensing their 50-page proposal into just 5 slides for the final presentation. Additionally, the Q&A session was the most intense moment, as the judges posed in-depth questions regarding the financial aspects and execution of their proposed marketing strategy.

“This competition was incredibly challenging because every team brought creative ideas and innovative strategies. We had to ensure that our presentation was not only content-rich but also engaging and easy for the judges to understand,” said Alika.

The BIZBUDS Team presented an innovative approach during the competition, which included in-depth surveys on Gen Z’s understanding of Sharia insurance, a UI/UX demonstration of a functional app, and compelling storytelling techniques to convey their ideas effectively. Their solution was consistently data-driven and enhanced by engaging presentation methods such as the use of gimmicks and roleplay.

^{Interactive Model by the BIZBUDS Team at the 2025 MIST Marketing Case Competition (Photo: BIZBUDS Team Documentation).}

Their success was the result of well-thought-out strategies. The process began with intensive brainstorming sessions, followed by in-depth research to ensure that every decision was backed by solid data. Open and effective communication was key to the team’s cohesion, as they put extra effort into every aspect of their proposal—ranging from visualizations using Canva, interactive models created on Figma, to collecting primary data through surveys.

Although they did not have a faculty advisor, the team received strategic guidance from the ShARE organization, which supported them in structuring their ideas and tackling the competition’s challenges with better direction.

Reflecting on this achievement, Alika shared an inspiring message for fellow students who aspire to compete, “Don’t feel demotivated by past failures—it always takes time before results show. Always put in the extra effort and stand out,” she said.

She also emphasized the importance of seizing available opportunities and combining them with the knowledge gained throughout their studies to create innovative and impactful solutions.

With the innovations they’ve developed, the BIZBUDS Team hopes that their marketing strategy can serve as an inspiration for the industry, especially in reaching Gen Z and informal workers through an experiential and data-driven approach. This achievement stands as proof that idea collaboration, hard work, and creativity are the main keys to winning at the national level.

Reporter: Mely Anggrini (Meteorologi, 2022)
Translator: Indira Akmalia Hendri