JUDGING CRITERIA The creative idea (50%) Strategy (including insight) (20%) Relevancy to brief (20%) Execution (10%) Is the work innovative and surprising? What is the potential for industry impact? Brand relevance, choice of campaign elements, target audience, insights, and approach Does the work clearly answer the client’s brief? How well-crafted is the work? If teams are presenting, how polished is their presentation? ------------oOo------------ BRIEF MARKETERS CATEGORY A/ The context - Vietnam International Commercial Joint Stock Bank, abbreviated as Vietnam International Bank (VIB), is among the leading joint stock banks in Vietnam. For more than 25 years, VIB has achieved significant development and prominent milestones in financial products, especially digital products. - Recently, Vietnam has witnessed the fastest growth in digital banking application development in the region. VIB is oriented to lead the digital transformation of the banking industry by continuously bringing a breakthrough in service speed, innovation, and tailor-made financial products and services with high technology for customers. The launch of the digital banking application MyVIB 2.0 in May 2022 has strongly affirmed VIB's leading position in technology with two national records for "First bank in Vietnam to provide Augmented Reality (AR) experience on digital banking application MyVIB 2.0" and "MyVIB 2.0 - Mobile application - The first Banking Cloud Native in Vietnam”. - MyVIB 2.0 is an exclusively different mobile banking application with cutting-edge technologies that provide customers a unique digital experience of a Bank Beyond Digits. Outstanding features on MyVIB 2.0 provide customers high tech experience with the cutting-edge Augmented Reality (AR) experiences, Smooth experience with Voice assistant (AI Voice Banking) and Connecting experience with Friendzone. These technology applications enable customers to experience more exciting and unique financial transactions. - From June – August 2022, VIB has successfully executed a branding and acquisition campaign for MyVIB 2.0 with the key message: Ngân hàng hơn cả số. The campaign achieved massive attention and created great buzz on social at the launch and acquired a great good numbers of customers (100,000 Digi accounts). 1
B/ The challenge - Many banks are transforming themselves to digital ones and investing massively on technology. The challenge is how MyVIB 2.0 can become customer TOM (top of mind) as a tech leader when thinking about a digital banking app and build brand affinity with the app. - For acquisition, key competitors have strong investment in aggressive acquisition campaigns, leveraging gamification concepts to acquire users and gain market share (Khai Lễ Đại Cát – Techcombank, Mèo Hí Du Kí – TP Bank). The challenge is how to acquire new quality customers given strong and aggressive competition in the digital banking industry. C/ Target audience - Age: 22 - 35 - All channels sale approach (Branch/Direct/ Digital) with the focus on Digital channels - Interest: Finance, digital trend - Behavior: High tech, prefer online transaction D/ The task The candidates to propose an integrated marketing campaign to achieve 2 objectives as follows: - Awareness: MyVIB 2.0 is most preferable and top of mind as a tech leading in digital banking - Acquisition: Acquire new and high quality customers with an effective acquisition strategy that sustainably grow customer base Reasons to believe: - Never seen before features in a mobile banking app: AR, AI Voice, Chat Bot - Free desired account number (DOB/mobile phone) - Free banking fees for all transactions - Endless usage promotions: Discount 10% for 3G/4G, Discount up to 3% for Top Up Mobile, Discount 50K for SSC and VnEdu Tuition Payment Besides, it is a plus if participants propose new functions/features on MyVIB 2.0 that affirm VIB tech leading position and promote it. Estimated campaign budget: USD 750,000 Download MyVIB 2.0 on the App Store (for IOS) or Play Store (for Android) to experience the app. 2
E/ References Here are some marketing materials of our previous campaign “Ngân hàng hơn cả số”. Online: - TVC: https://www.facebook.com/VIB.NHQT/videos/1186416085426819 - PR: https://cafef.vn/myvib-20-ngan-hang-so-dau-tien-tich-hop-ar-va-cloud-native-20220529142837805.chn , https://zingnews.vn/3-cong-nghe-noi-bat-cua-ngan-hang-so-myvib-20-post1352407.html - Key visual: Link Offline: - Official logo of VIB: We have here the 2 versions of the logo depending on what background it is standing on. F/ Deliverables Within 24 hours, each team has to create a IMC (Integrated Marketing Communication) campaign in a 10-slide presentation (including 1 slide of an executive summary of the entire campaign). This must include: 1. Campaign objectives 2. Strategy - Target audience, planning and approach 3. Idea and insight - This includes your market research and data gathering Ready to submit? - Convert the 10 slide presentation to pdf with max. 10MB in size. - Also don’t forget to prepare a thumbnail in less than 2MB which is the screen grab of the executive summary slide when you submit the works. - Read the submission guidelines carefully here. ---------GOOD LUCK & THANK YOU-------- Stay tuned at http://vietnamyounglions.net/
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