BBA marketing student wins competition in DDB Summer Programme

Miki Chan, BBA Marketing, was selected as one of the 16 finalists to join the DDB Future Bernbachs Hong Kong Summer Programme among over 100 applicants. The DDB programme invites university students around the world, who have passion and dedication in the advertising industry, to participate in a 5-week intensive training programme every summer.

Finalists of this year formed teams to formulate advertising plans for DDB’s four clients: McDonald’s, Tse Sui Luen Jewellery, Hang Seng Bank, and Fortress by using different skills learned in the programme:

 
1. Consumer research
2. Conducting survey
3. Identifying needs
4. Developing the ‘Big Idea’
5. Execution

Miki’s team prepared an advertising plan for McDonald’s to strengthen the market positioning of McCafe. Under the concept of ‘Celebrate Normal’, they purposed a campaign to re-position McCafe in the local coffee shop market.

After brainstorming and gaining insights from consumer research, the teams presented their ideas to a panel of judges, consisting of DDB Directors and general managers. Miki’s campaign was selected as The Winning Future Bernbachs Team and each member was awarded a DDB internship.

“It was a wonderful experience. There are no definite structures to a presentation; it is more like using a story-telling method to build a flow that leads to the ‘Big Idea’,” Miki recalled her experience at the DDB programme.

The panel was astonished by the “Celebrate Normal” idea, which they have decided to executive the campaign for McCafe! Miki and her team will soon meet with McDonald’s to present their advertising plan.

Dream big, think big. Congratulations to Miki and her team!

For more information about the programme, please visit DDB event page.