Lagos State University (LASU) won ₦1 million at the BEX Summit 2025 with an innovative AI marketing campaign, showcasing the power of AI-driven brand experiences in Nigeria

Lagos State University (LASU) has clinched the ₦1,000,000 grand prize at the inaugural experiential pitch competition held during the 2025 Brand Experience Summit (BEX Summit), showcasing a trailblazing AI marketing campaign Nigeria for a Nigerian automobile brand.

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Held at the Balmoral Hall in Ikeja, Lagos, the summit—tagged “Personalisation at Scale: From Insights to Impact in a Data-Driven, Immersive World”—brought together academia and industry players to foster creativity, bridge knowledge gaps, and highlight the growing relevance of immersive marketing technologies.

The student competition, organized by the Experiential Marketers Association of Nigeria (EXMAN), featured five participating institutions: LASU, Yaba College of Technology, University of Lagos, Babcock University, and one other.

After a rigorous evaluation process, LASU and Yabatech emerged as the final contenders, with LASU scoring 300 points to secure the top spot. Yabatech followed closely with 236 points, winning ₦500,000 as the first runner-up.

LASU’s campaign wowed the panel of four expert judges with its use of AI-driven strategies to increase customer engagement and brand loyalty in the automobile sector.

The project stood out for its strategic depth, innovation, and execution.

Vice President of EXMAN, Angela Makinwa, said the competition was born out of a commitment to deepen industry-academia collaboration and inspire practical skill development among communications students.

“We needed to continue the work started by our mother association and regulator, Advertising Regulatory Council of Nigeria (ARCON), to bridge the gap between the town and the gown,” she said.

President of EXMAN, Mrs. Tolulope Apinke Medebem, in her welcome address, described the BEX Summit as more than an industry gathering, calling it “a movement that interrogates the now, anticipates the next, and empowers us to lead through change.”

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The BEX Summit remains EXMAN’s flagship biennial event, drawing professionals across marketing communications, technology, media, and brand development sectors to exchange knowledge and explore the future of brand experience in Nigeria.