Campaign

I KNOW
I AM NOT ALONE
We are
VIB, one of the leading joint stock banks in Vietnam. For more than 25 years, we have made substantial
advancements and accomplished notable milestones in financial products, particularly digital products.

Our Mission
VIB is dedicated to lead the digital revolution of the banking industry by consistently offering a breakthrough in
service speed, innovation, and custom-made financial products and services with cutting-edge technology for
customers in order to become the most innovative and customer-centric bank in Vietnam.

Campaign Background
MyVIB 2.0 is an innovative mobile banking application that is entirely different and offers users a Bank Beyond
Digits digital experience. Major competitors recently began making significant investments in aggressive
acquisition operations. VIB needs to strengthen its position.
Marketing Objective
Convert 2% reached people into new customers

Desired Outcome
Campaign Objective
Audience's current state End state

Banking app is boring Banking app can be fun

Make MyVIB 2.0 the preferred and most prominent
digital banking option. Cannot imagine how these Finding these technology is

technology will enhance my interesting and want to

Challenge
experience explore more

Customers continue to perceive banking as a

number-based, monotonous activity. They also
do not fully grasp how cutting-edge
technology might improve their overall
banking experience.
Job To Be Done
Make banking enjoyable by creating
memorable and never-seen-before engaging
activity with most innovative technology, put
customer's experiece to a whole new level

Target Audience
22-35 years old
Monthly income: 10M+ VND
Prefer experience everything alone, especially travel
Tech savvy, and prefer online transaction

Reason
Most people at this age range have fixed jobs and good income
Nowadays, the young prefer being alone to heal, to learn more about themselves
People from 22-35 are young and willing to change

Dân trí
Insight
I'm a young person who enjoys being by myself, but there are some moments
when I feel lonely and overburdened financially. I occasionally still yearn to
communicate with and share with everyone.

Big Idea:
I know I am not alone
From the thinking that "It seems comfortable to be by myself yet knowing that
I'm not alone". Like VIB, we are not alone in our exploration of ever-greater
special values, since we are aware that our customers are waiting for us.
Dân trí Vneconomy Vietnamnet
 I know I am not alone
Key Message

Go out there and discover yourself, but

keep in mind that we are always here to
assist you.

Tone of Voice
Inspirational
Healing Why Khoai Lang Thang?
Passionate Khoai is a famous solo traveler who has created
Enthusiastic
with Khoai Lang Thang numerous videos sharing his experiences with
food and culture both inside and outside of
Vietnam. For people who enjoy traveling alone,
Khoai is a prominant representative

*Picture is for Illustration purpose only

 IMC Plan
Campaign Idea I KNOW I AM NOT ALONE

Key Message Go out there and discover yourself, but keep in mind that we are always here to assist you.

Phase Increase Awareness (Jun 2023 - Aug 2023) Acquire New Customers (Sep 2023 - Nov 2023)

Hold events in Ha Noi, Ho Chi Minh, Da Nang: Build walls that

customers can leave virtual messages on through the VIB2.0
Collaborate with booking, coffee, restaurant chains apps such
app, meanwhile book travel, food, experience KOL to make
Task Tiktok promoting videos
as Traveloka, Agoda, Starbucks, etc. to give special promotion
code for alone customers who use VIB
TVC: A video gather all the messages of customers from many
places in Vietnam to promote Vietnam's beauty

Promotion Code: priority VIB Travel Élite and VIB Premier

Key Hook Viral clip "I know you're not alone"
Boundless

Channel Youtube, KOL, Priority Facebook and Tiktok Booking, ordering apps, VIB2.0 app, direct

KPI Reach 30% target audience for VIB awareness Convert 2% reached people into customers
 IMC Explanation
New App Feature Introduction
A brand-new augmented reality function lets you "leave a message" where
you've gone. The person who arrives later could learn about your feelings
and sentiments through this. It's when they know they are not alone. You can
choose to donate other message if you think it's useful

" so beautiful <3 "

leave message delete

 Bugdet
Phrase 1:
Holding events: USD 300 000
Ambassador: USD 10 000
Tiktok KOLs: USD 10 000
TVC: USD 50 000
Phase 2:
Promotion codes: USD 380 000

 Target Audience
22-35 years old
Monthly income: 10M+ VND
Prefer experience everything alone,
especially travel
Tech savvy and prefer online transaction
Insight
I'm a young person who enjoys being by
myself, but there are some moments when
I feel lonely and overburdened financially.
I occasionally still yearn to communicate
with and share with everyone.
Campaign Objective
Make MyVIB 2.0 the preferred and most
prominent digital banking option.
Convert 2% reached people into customers
New App Feature
A brand-new AR function lets you "leave a
message" where you've gone. The person who
arrives later could learn about your feelings
and sentiments through this. It's when they
know they are not alone. You can choose to
donate other message if you think it's useful
Key Message
Executive Summary Go out there and discover yourself, but keep in
mind that we are always here to assist you.
Deliverables
AMBASSADOR: KHOAI LANG THANG
Phase 1 - 3 months (Budget: USD 370 000)
Hold events in Ha Noi, Ho Chi Minh, Da
I KNOW
Nang: Build walls that customers can leave
virtual messages on through the VIB2.0 app,
meanwhile book travel, food, experience
I AM NOT ALONE
KOL to make Tiktok promoting videos
TVC: A video gather all the messages of
customers from many places in Vietnam to
promote Vietnam's beauty
KPI: Reach 30% target audience for VIB
From the thinking that
awareness
"It seems comfortable to be by myself
yet knowing that I'm not alone" Phase 2 - 3 months (Budget: USD 380 000)
Collaborate with booking, coffee, restaurant
chains apps such as Traveloka, Agoda,
Starbucks, etc. to give special promotion
code for alone customers who use VIB
KPI: Convert 2% reached people into
Tone Of Voice customers
Inspirational Healing Passionate Enthusiastic