Techcombank drove awareness of its cash-deposit promotion by creating a fictional branded celebrity, two music videos, in-app gamified integrations, and more — differentiating the bank app from the sea of sameness prevalent across its vertical.
Objective
Techcombank's cash-deposit promotion lacked the differentiation necessary to disrupt the bank app category, as competitors had similar offers and a similar means of promoting them. Thus, the brand wanted to create a campaign for its offer that would disrupt the bank app category and connect emotionally to consumers and engage them during this year's Tet season. Techombank's promotion would also help the brand replenish its cashflow, which took a hit after a two-year pandemic induced recession.
Context
This campaign is the first time a cash-deposit offer was promoted via a distinctive communication strategy that would resonate with consumers on an emotional level.
Target Audience
The target for Techombank's campaign was skewed to urban consumers with dynamic lifestyles that seek fun and entertainment in life.
Creative and Media Strategy
Techombank's cash-deposit campaign leveraged an online to offline integration approach.
Techombank deployed a brand made celebrity, Mr. Đại Cat, for the launch of its campaign. To drive awareness, he made a big entrance at a celebrity concert, which generated excitement on social media. Then Mr. Đại Cat created two music videos, one featuring Vietnam's biggest Tet entertainment icon, Táo Quân. Both videos promoted the brand's promotion in an entertaining way. What's more, the videos created a viral trend on TikTok based on the songs and dances featured in the videos.
To drive engagement, the brand created a gamified in-app promotional experience where consumers could solve daily challenges from Mr. Đại Cat to earn cash. What's more, Mr. Đại Cat recruited the biggest promotional ambassador to be the host of the Fan-Meeting Festival, where the brand's Voucher Rain promotion went viral across social platforms, helping it stand out against the promotions of competitors and New Years campaigns.
Techombank's campaign generated the following results:
