INDIVIDUAL ASSIGNMENT:

Choose one specific brand in Vietnam which has a great impact to consumers by its
advertising campaign. In the assignment, you must state out clearly:

1) What is the advertising campaign?

2) What are theories that brand is using through its campaign?

3) How did the consumer’s behavior after that advertising campaign were
released?

The assignment must be written with clear example and evidences for your statement.

Submit soft copy and hard copy.

Words minimum: 2000 words.

Deadline: End of week 8th.

ASSIGNMENT

1. introduce

Military Commercial Joint Stock Bank (English transaction name isMilitary

Commercial Joint Stock Bank), or shortened to Military Bank or MB Bank. This is a
Vietnamese joint stock commercial bank, an enterprise of the Vietnam People's Army
under the Ministry of National Defense. In 2017, the bank's charter capital was 18.155
trillion VND, the bank's total assets in 2017 were more than 300 trillion VND. The
main shareholders of Military Bank are Vietcombank, Viettel, and Vietnam Helicopter
Corporation. In addition to banking services, Military Bank also participates in stock
brokerage services, fund management, and real estate business by holding controlling
shares of a number of businesses in this field. Currently, Military Bank has a
nationwide network with over 100 branches and 180 transaction points spread across
48 provinces and cities.

MB Bank (Military Commercial Joint Stock Bank) is currently one of the top banks in
the country with high reputation and quality services. Behind that success are constant
efforts to become a professional and convenient digital bank for customers.
As a bank under the Ministry of National Defense, MB Bank's image in the minds of
consumers is somewhat serious and rigid. This unintentionally becomes a barrier that
makes young people hesitant to use bank services.

2. What is the advertising campaign?

MB Bank – Brand "change clothes" campaign & join the digital transformation race

To create a breakthrough on the digital transformation journey, MB Bank made

a bold decision - changing its brand identity. The old logo was completely
changed from color, font to star symbol, showing enthusiasm, movement and
constant innovation with the desire to create the most convenient experience
for customers.

With the determination to comprehensively digitally transform to serve

customers, in early 2020, the bank officially announced a new version of the
MB Bank App providing many smart utilities and ensuring transaction safety to
optimize the experience. for customers.

The goal set by MB Bank's Board of Directors for the period 2017 - 2021 is to become
a comprehensive, customer-centric digital bank.

Brand's goal

Reposition the brand in the minds of customers: modern, dynamic and convenient

Serving the strategic goal: becoming a comprehensive digital bank

Execute the campaign

Announcing the new logo and brand identity on the anniversary of its
establishment

On November 4, 2019, MB Bank held a celebration of its 25th anniversary and

officially launched a new logo, simultaneously "changing" the brand identity at
300 transaction points throughout the system. This is probably a deliberate
arrangement, showing that this transformation is closely linked to the bank's
vision and mission, which is "to become the most convenient bank".

MB Bank officially changed its new brand identity

Promotion program on the occasion of launching the new version of MB Bank App
Organize a prize drawing program for new customers who register for the App with a
huge budget of up to 2 billion VND

Deploying a series of preferential policies for users when using the "My Family"
product package such as lifetime free transaction fees and annual fees, free credit card
maximum limit of 100 million,...

MB Hi Collection card with Gen Z

Gen Z customers (those born from 1995-2012) currently account for a huge and
important number of most banks in Vietnam. This is a group of customers who
have quick access to technology and have an independent lifestyle, especially
in their daily spending needs.

Grasping the needs and tastes of this potential customer group, MB has
launched the MB Hi Collection card collection with diverse, eye-catching
designs to help customers personalize their usage needs and express their
style. , individuality.

There is no personal information on the card

It can be said that the MB Hi Collection card line attracts Gen Z's eyes at first
sight because its 'appearance' is designed in a modern, luxurious style with
unique personality, meeting each individual's preferences with 3 Versatile
collections such as: Ace, Summer and Zodiac.

Customers can choose cards with different images and patterns to suit their
preferences and style. This is also a highlight designed specifically for
customers, creating an attraction for many young people.

In addition, the MB Hi Collection card line does not display names and
numbers, helping to secure customer information to the maximum level,
avoiding the disclosure of personal information, in accordance with the criteria
of 'privacy' and 'safety'. is highly appreciated among the Gen Z generation.
Customers who want to check personal information can easily access the
MBBank App conveniently, quickly and securely.

2 in 1 multi-function card integrates both credit and debit cards

 Not only does it attract young people by its external 'appearance', this special
card line also has remarkable internal 'content' when integrating ATM card and
credit card features in the same chip. Thanks to that, with just one card to carry
with them, customers can make all transactions, transfer money, pay, withdraw
money... extremely conveniently.

The card also uses multiple sources of money and each specific case will
prioritize the most suitable source of money. From there, financial management
becomes easier and more effective.

Get an automatic credit limit

The most important factor that makes the MB Hi Collection card line attractive is that
the credit limit is automatically granted when the user meets the conditions. The more
the customer spends, the higher the limit. This feature helps Gen Z young people
freely experience and enjoy the card's incentives when paying.

There is no need to prove finances like regular card lines, the owner of this card line
will be automatically granted a credit limit by the bank when meeting the conditions.
Thanks to that, users no longer have to worry about how to get a limit, but instead
have time to learn about incentive and refund programs to optimize their finances
when shopping and eating at home. restaurants, hotels,…

In addition, with this card line, customers receive unlimited cash back when shopping
online at more than 100 brands integrated on the MBBank application; 30% off many
types of shopping or culinary services and 10% refund for customers who are
passionate about travel and use the card when booking through Agoda at
Booking.com.

Customers who link their MB Hi Visa Collection card for the first time on the Gojek
application and make their first GoFood transaction with a total bill over 50,000 VND
will receive a 40% discount Voucher, maximum 40,000 VND per order. row. There
are many other attractive offers that will be continuously updated by the bank on the
website.

With outstanding advantages, MB Hi Collection is considered a product that brings

many new experiences to customers. Multitasking, versatility, security, and flexibility
have helped this card line become increasingly popular, becoming the top choice of
Gen Z when using banking and financial services.
 3. What are theories that brand is using through its campaign?
- Social Interaction Theory: MB Bank uses this theory to understand how
social networks and interactions with consumers can influence them through
advertising. Social media interaction, sharing and the spread of messages can
have a big impact on customer behavior. Therefore, when implementing the
new shirt change campaign as well as issuing Hi Collection cards, it created a
good effect on consumers.

First, regarding advertising, MB Bank has conducted advertising in many forms such
as: newspapers, magazines, television, radio, Email Marketing, Social Media...
Because each form reaches different audiences. different customers, so MB often
applies many advertising methods at the same time to attract target customers of MB
Military Bank. MB also focuses on advertising time on holidays, New Year, the
bank's anniversary or the opening day of a new branch,... Every year MB spends a
large amount of money to carry out advertisements. on media: television, radio,
internet newspapers, magazines... This helps customers better understand the bank, the
products that MB Bank is or will be providing, enhancing its image and reputation. .

- Decision-Making Process Theory: This theory focuses on the stages that

consumers go through when making purchasing decisions. MB Bank uses this
theory to optimize customer outreach at each decision stage and create
appropriate advertising. That's why after conducting the shirt change campaign,
Mb launched the Hi Collection consumer card. That is the process from
approaching to persuading, then creating trust, demand and making decisions.
- Stimulus-Response Theory: This theory focuses on how advertising and stimuli
convey messages to consumers and cause them to react positively toward a
product or service. Advertising uses techniques and media to create good
stimulation. With the huge cost of being able to change the logo, it is a bold
choice for MB, while there are many businesses that have changed their logos
and not received positive results in the past. Therefore, this brings great
stimulation to customers who do not know and have known MB before.
- Brand Building Theory: With the aim of creating a strong brand, MB used this
theory to understand how advertising and branding can create positive
impressions and perceptions from customers. customer side. With a new
identity from logo to card, Mb has successfully built a new and completely
different identity from design to color, and when customers mention the color
blue, they will remember MB's image.

- Consumer Mindset Theory: To understand the consumer mindset, Mb

researched this theory to determine how customers' beliefs, values, and mind
 worlds can influence influence their interaction with advertising. MB then used
this advertising campaign to present what customers needed and wanted, so it
attracted countless customers from this advertising campaign.
- Emotional Impact Theory: This theory focuses on using emotions in
advertising to create a strong connection with customers. Businesses use
emotions to create engagement with their products or services.To create the
emotional flow Mb organized In terms of sponsorship activities, MB has
participated in many social and charity programs and left a mark in the public's
mind as a bank that operates effectively and continuously contributes to the
community and society. Notable programs include the MB Golden Hearts Fund
donation program to support charitable and social activities. MB sponsored the
publication of the book Truong Son Legend and attended the incense offering
ceremony for the book. Visit and donate stone benches at the Vietnamese Lao
Martyrs Cemetery. Visit and give gifts to the Quang Tri Ancient Citadel relic
site. MB also visited and gave gifts to Lang Giang and Bac Giang Serious War
Invalids Nursing Area. MB has coordinated with the Central Red Cross
Association to organize 4 free medical examinations and treatment for poor
patients. MB supports funding to create jobs for the Center for Disabled
Children in Chu Pak district - Gia Lai. Supporting flood victims in 3 provinces:
Thanh Hoa, Nghe An, Ha Tinh. MB also sponsored and participated in the
Terry Fox run to support the cancer research foundation. Supporting people
with disabilities and flood victims in the Central region. MB Bank's Marketing
Strategy targets strong communication activities and it can be said that this
bank has a strategy to shape and imprint its brand in the public.

Apply this theory to MB Bank's advertising campaign.

Branding and Positioning: This theory involves building and promoting brand image.
Brands often try to position themselves uniquely and appeal to customers' core values.

4. How did the consumer’s behavior after that advertising campaign were released?

MB Bank's Marketing campaign has created great resonance in the market. Although
the event of changing MB Bank's brand identity in the early days attracted many
mixed opinions, it cannot be denied that this is one of the famous marketing
campaigns that create a stepping stone for the long-term development of the bank.
enterprise. MB Bank has shown us the lesson of steadfastly pursuing the goal of
digital transformation and differentiation to lead.

Increase 1 million users in the individual customer segment

Nearly 2 million App downloads and 90 million transactions

In addition, the proportion of adults with a bank account in 2022 has increased from
68% to 74%, an increase of 6%/year. At this rate, within the next 7-10 years, this rate
could completely reach over 90% - on par with the average level of countries in the
region and the world (Singapore, Thailand, China, ... )

Options for successful Vietnamese marketing campaigns

https://vietnambiz.vn/mbbank-chinh-thuc-thay-doi-nhan-dien-thuong-hieu-moi-tu-
ngay-4-11-20191104141746089.htm

hi collection