Tiêu đề 1-AIM-VYL2022-Digital-Category-VIB-Digi-Account-Brief.pdf ✅

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, 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 DIGITAL CATEGORY VIB 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. - COVID-19 has given a significant boost to the digitalization of banking in Vietnam. Even before the pandemic, online banking was an integral part of retail banking, but during the pandemic, customers have been moving online in considerably larger numbers. - Flowing with the trend, VIB has been launching many banking services that customers will be able to access in real time, even on official holidays. Digi Account is one of our outstanding products during these days. - Literally, numbers play an important role in Asian people’s lives as feng shui. And bank account number is not an exception. Understanding this insight, Digi Account was born with a function allowing customers to freely choose their own meaningful numbers. Moreover, this is also a big step for VIB to acquire GenZ, who are tech-savvy and love to search for smart financial managing tools for their money. - VIB has currently executed Digi Account marketing campaign from Dec 2021-Mar2022 with the key message: Tài khoản Digi – Số riêng đúng ý, the campaign achieved 42,000 new accounts (KPI 40,000). However, one of our current challenges is that around 65% of total account number is inactive after opening. B/ The challenge - It’s a trend that more accounts are being opened online. Many traditional banks are transforming themselves to digital ones and there are also ‘new predator players’ coming to this wave to offer consumers the best digital banking services. 1