01/02/2023

ACB One: ACB Digital Bank Rebranding Project in 2022

+10M

Reach

+3M

Views

+150.000

Engagement

ACB One is a new digital banking project of Asia Commercial Joint Stock Bank called Asia Bank for short.

With more than 28 years of establishment and development (since June 4, 1993), ACB has built a solid brand name in Vietnam and become one of the largest commercial banks in Vietnam.

ACB One’s Challenge:

In the trend of increasingly “Digitalized” society, in order to keep up with the trend and also meet the increasing needs of customers, ACB must also “Digitalize”. Since then, the project “ACB One – ACB Digital Banking Brand” was born.

So how can ACB’s users or potential customers as well as loyal customers know about this new change of ACB?

What is the message that ACB wants to send to its customers through the project “ACB One”? And how do customers know this message?

How to spread the spirit, meaning and message of a young, modern and attractive “ACB One” to customers?

Solution For ACB One:

With the spirit of “Living Lighter For More Joyful Life” and the message “Focus on You” of “ACB One”. All services and orientations of “ACB One” focus on “Life” – “Goal” – “Hobbies” – “Experience” 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 a unique Mascot image helps the brand make an impression in customers’ minds.
In parallel with spreading the MV through ACB’s Own media channels, Chin Media also cleverly pushed the message through KOLs and KOCs channels to increase brand coverage.
Strong interaction with customers not only in the forms of paid media but also on platforms for young people, typically TikTok.

How it work:

Mascot is a common visual highlight for campaigns and is especially effective for young customers, which is the target customer group that Chin Media and ACB want to reach.
Focusing on a simple but close message makes it easy for ACB to reach multiple generations from young to middle-aged users. Creative short story content associated with life messages is also a way for ACB to increase understanding and elicit interaction from a large number of users.

Outcome:

+10M reach
+3M views
+150.000 engagement

Growth With Us

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