Telling financial stories from a familiar perspective
Background
With the desire to provide a “Financial Green Card” solution for customers to have an easy “pass” in financial matters after the COVID-19 pandemic. Chin Media and MSB have created the success of this campaign.
Context
– The biggest obstacle for the campaign is that financial plans have long been unfamiliar to the Vietnamese market, dry and difficult-to-understand stories from numbers are a major limitation for users to learn and interact with the campaign.
– In the market at that time, there were also many Fintech units and banks that were preparing to launch competitive financial solutions in the context of Covid-19 causing severe damage to the Vietnamese economy.
– In 2021, Vietnam was one of the countries that suffered heavy losses due to the pandemic when the growth rate dropped to 2.58%, the lowest in the past 30 years. To return to the growth trajectory, Vietnam needs to implement sustainable, targeted and effective economic recovery programs for both individuals and businesses.
– Vietnam Maritime Commercial Joint Stock Bank (MSB) was established and developed for more than 30 years, is one of the largest joint stock commercial banks in Vietnam.
– Under the impact of the COVID-19 pandemic, MSB has found that Fintech (especially online banking transactions) has become important and has increased dramatically. More specifically, the demand for using banking applications on digital technology platforms is growing strongly. In addition, the development of Fintech has been gradually encroaching on the “playground” – the market share of banks, for MSB this is a concern if it does not keep up with the trend.
– Therefore, MSB wants to find a solution to attract, increase brand awareness, and attract users to access the company’s product chain. Here, consumers will have all their questions answered as well as receive many benefits from suitable financial support packages.
At the end of 2021, MSB was one of the first banks to launch financial support packages for individuals and businesses after Covid-19. With the goal of widely spreading information about financial product packages and attracting more users and businesses to the online consulting program, MSB chose Chin Media as the main partner for this campaign.
Solution
Objective
– Business objective: increase sales for MSB’s new financial product line.
– Marketing objective: encourage more people to be interested in and know about MSB through financial solution packages.
Insight
– Businesses, like individuals, also need strong financial vaccines to return to normal life, thereby obtaining a green card to return to the economic race.
Creative
– The Covid Green Pass is a symbolic image of safety, peace of mind, and a certificate to return to a familiar normal life in the eyes of Vietnamese people. From there, Chin Media builds the image of a “Financial Green Card”, a card that ensures “financial health” for individuals to take care of their lives and for businesses to return to the economic race.
– The familiar image of a “Green Card” will help people understand and feel more familiar, while introducing MSB’s financial solutions in a friendly and simple tone.
Implementation
The campaign was implemented in 3 phases:
– Phase 1: Approach TA through their pain points, launch teasers about MSB’s support program.
– Phase 2: Launch webinar program, interact with TA, introduce MSB’s solutions/products to customer groups.
– Phase 3: Focus on increasing awareness of MSB’s products and stimulating demand for use, through product promotion content lines.
Phase 1: Trigger & Teaser
– In the opening phase of the campaign, Hero videos were launched to introduce the launch of new product packages from MSB as well as accompanying campaigns to help users understand more and gain deeper insights into financial products.
Along with that is the creative start with Social activity – Quiz: Is your finance “GREEN” enough? right on MSB’s Fanpage. Thereby, the campaign cleverly leads users from the social page to the product’s landing page with attractive rewards and creative content of the Mini game – Financial Question Set to help players self-assess the financial capacity of individuals and businesses.
After answering the questions from the game, individual/business players can receive a set of assessments on the business situation from the system and suggestions for suitable financial solutions. The mini game is organized right on the product’s landing page to help users increase awareness of these financial product packages.
The brand also takes advantage of seeding community groups along with running media focusing on Facebook Reach/Youtube View indicators to reach a large number of users.
Phase 2: Launching & Engagement
As soon as users are aware of their financial situation and the difficulties they are facing, MSB approaches them in a simple and easy-to-understand way through a series of financial talk shows in collaboration with VN Express. Here, financial experts, KOLs, and Influencers will take turns sharing financial solutions and management methods from the most familiar and everyday perspective.
The series of 5 talk shows is also clearly divided into 2 specific target groups with 2 talk shows on financial solutions for individuals and 3 talk shows on financial solutions for businesses. Taking advantage of the widespread sharing from VN Express… The program has reached the majority of potential customers for MSB’s financial products.
Using the 3R formula (Relevance – Resonance – Reach), Chin Media selected the most suitable KOLs and Hotpages for MSB’s financial campaign. With Macro Influencers: journalist Truong Anh Ngoc, MC Diep Chi, model Bui Thuy Hanh, and 5 Hot pages on related topics, the campaign successfully spread to users and surpassed all KPIs.
See more: Những mẹo sắm Tết an toàn trong ‘bình thường mới’
In addition to listening to the speakers in the webinar, viewers can also interact directly with the program through the accompanying minigames. By participating in the minigames, viewers can recap and review the content/knowledge they have heard in the live stream.
To do this, the Chin Media team has prepared short, simple multiple choice question sets that anyone can participate in. These mini games will run right below the Livestream comment section or appear as a pop-up to easily attract interaction from users.
Phase 3: Conversion
The focus of this phase is to help users “Realize all financial plans with superior products from MSB.”
When customers have their own orientations and they realize that they need to have the tools to complete that goal. MSB will provide customers with products and services to help customers achieve their goals.
This stage focuses entirely on communicating product features and benefits to stimulate users to learn more and increase demand for use.
Livestreams and talkshows are also utilized by brands with short video cuts such as: Best cut – good sharing moments, Best quote – outstanding statements and quotes, or using infographics to illustrate more in terms of data.
Impact
The resounding success of the campaign brought MSB an 88% increase in total discussions on Social Media, MSB also witnessed an improvement in the emotional index (increased from 0.79 to 0.86) thanks to the positive effect of the Financial Green Card program.
The positive effect is also shown on MSB’s Fanpage, when 70% of positive discussions come from the “Financial Green Card” program with 13% being fanpage shares, the rest are comments praising the program and interested in the products that MSB promotes.
The program spread to more than 15 million users who are business leaders, entrepreneurs, managers, office workers, in line with the brand’s customer portrait description. From there, it attracted more than 85,000 real interactions between customers and products from consulting booking, trial, registration activities… The main Hero video publication was also extremely successful with more than 8 million views from users.
See more projects: “MSB – Thẻ Xanh Tài Chính”: Kể câu chuyện tài chính dưới góc nhìn thân quen
Results
15M Reach
+85.000 Engagement
+8M Views
