Background
The banking industry is entering a new era – where emotions, personalization and direct connection with customers are not only advantages but also mandatory.
In 2024, it will be exactly 1 year since BVBank officially changed its brand identity to build its image and redefine its brand personality more clearly, and mark the milestone of 32 years of accompanying BVBank’s customers. On this occasion, the bank launched the “Birthday – Tet” campaign to increase brand awareness and stimulate customers to use products and services.
Context
Cashless payments are becoming increasingly popular and are being replicated across the country. The higher demand comes with a more competitive landscape among banks – targeting a younger and more dynamic segment.
In terms of rationality, the solutions of banks today do not have many differences – along with the fact that product benefits are easily applied and copied across banks. Brand-centric communication positioning has unintentionally made banks have similar communication methods. Although banks have tried to “stylize” the banking experience and exploit consumer passions, it has only stopped at the surface level.
The question is how can BVBank really put YOU at the center of its campaigns? Or in other words, a bank, BVBank, starts with YOU!
Solution
Objective
The campaign’s goal is to increase customers’ love and trust for the brand, promote demand for products and services, improve emotional indicators and the level of discussion about the brand on media platforms.
Brand Role
Not taking the perspective of a big bank, BVBank takes the perspective of a neighbor, a bank that fits your ideals, to create many practical values.
Challenge
Fierce competition between banks, banks launch a variety of incentives, loan packages and personalized accounts.
Big Idea: “32 years together”
Explanation: It is BVBank’s effort over the past 32 years, providing easy-to-follow and flexible solutions according to your own needs.
Moreover, this is the “harmony” of BVBank with your own trajectory, no matter what your lifestyle and dreams are, BVBank can “harmonize”.
Because you are our partner!
Realizing that BVBank provides products and services aimed at a variety of audiences, Chin also proposed a multi-platform communication strategy: Facebook, YouTube, TikTok with a variety of forms (Booking, contest series – minigame, Template Capcut, AI Generated Content, AWO series)
Kết quả
- 19M+ Reach
- 2M+ Engagement
- >23K visit landing page https://tetkevaiban.com
- Spread the message strongly through thousands of shares and comments from the community
At Chin Media, we believe that: The best performance is when you touch both reason and emotion.
The “32 years side by side” campaign is a testament to a banking communication strategy that not only creates recognition, but also builds trust. When a brand is built on what customers need – instead of just talking about yourself – that is when you are truly “present”.
If your bank brand needs a marketing strategy that is not only viral but also practically effective, let Chin Media accompany you!
