Background
- ACB One is a new digital banking project of Asia Commercial Joint Stock Bank, abbreviated as Asia Commercial Bank.
- With more than 28 years of establishment and development (since June 4, 1993), ACB has built a solid brand in Vietnam and become one of the largest commercial banks in Vietnam.
Context
- In the trend of increasingly “Digitalized” society, to keep up with the trend and also meet the increasing needs of customers, ACB must also “Digitalize”. From there, the project “ACB One – ACB Digital Banking Brand” was born.
- So how can users, potential customers, and loyal customers of ACB know about this new change of ACB?
- What is the message that ACB wants to send to its customers through the “ACB One” project? And how can customers know this message?
- How to spread the spirit, meaning and message of a youthful, modern and attractive “ACB One” to customers?
Solution
- With the spirit of “Living Lighter for a Happier Life” and the message “Focus on You” of “ACB One”. All services and orientations of “ACB One” focus on “Life” – “Goals” – “Hobbies” – “Experiences” of all customers
“ACB One” asked Chin Media and Chin Media answered with the Multi-Channel Funnel method:
- Combining strong communication from online to offline with unique Mascot images helps the brand leave an impression in the minds of customers.
- In parallel with spreading MVs through ACB’s Own media channels, Chin Media also cleverly pushes messages through KOLs and KOCs channels to increase brand coverage.
- Strongly interact with customers not only with paid media forms but also on platforms for young people, typically TikTok.
How it works:
Mascot is a common visual highlight for campaigns and is especially effective for the young customer group, which is the target customer group that Chin Media and ACB want to reach.
Focusing on simple but close messages helps ACB easily reach multiple generations from young users to middle-aged people. Creative short story content associated with life messages is also a way for ACB to increase understanding and evoke interactions from a large number of users.
See more on CafeBiz: ACB chính thức ra mắt thương hiệu Ngân hàng số ACB ONE
See more on Tuoi Tre Online: ACB chính thức ra mắt thương hiệu ngân hàng số ACB ONE
Results
10M Reach
+3M Views
+150,000 Engagement
