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
After two years of pandemic recession, cash flow was a crucial factor that all the banks needed to recover and compete against each other. What's more, bank propositions were a sea of sameness where most players offered the same boring "big rewards." In this environment, Techcombank's objective was to disrupt the category and become the most appealing banking app, creating the strongest connection with consumers and converting them into loyal customers.
Context
This campaign is the first time a transaction bank app offered branded experiences to its loyalty program, and the first branded fictional celebrity that was used to promote Techombank's campaign.
Target Audience
Techombank's target for its campaign was an urban audience that lived a dynamic lifestyle. These consumers seek fun and entertainment in life.
Creative and Media Strategy
Techombank leveraged an online to offline integration to drive its business goals.
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:
