BRAND:
HOME CREDIT
AWARD CATEGORY:
The Best CSR Campaign
CAMPAIGN TIME RANGE:
1/3/2023 - 28/2/2024
CREDITS:
CASE STUDY VIDEO
STRATEGY
Sustainability at Home Credit is not just a "buzzword"; it is about embedding ESG principles into the way we do things - our governance, strategy and operations. The emphasis of our ESG approach is on the “S”. Since joining the market, we’ve been bringing to Vietnamese people innovative products, responsible lending and tech driven solutions. We help customers access easy financing and safely achieve their daily financial goals.
Our strategy also emphasizes on making our communities more inclusive and resilient when there are emergencies like natural disasters and pandemics and over the long term. This includes supporting those living in poverty. It involves promoting entrepreneurship, employment, and education for people from underprivileged backgrounds or from under-represented groups. And it extends to improving health and wellbeing.
With this mission in mind, Home Credit launched Home Love Bus Journey – an annual campaign allowing us to support underprivileged members of society and contribute to building sustainable communities in Vietnam. From this campaign, our objectives are to:
In short-term:
Build brand love by building a sustainable community through a meaningful CSR project
Bring a positive influence on those around us: inspire people on how we can serve communities better and empower people with new opportunities.
Increase awareness and recognition of the importance of ESG factors in business operations.
In long-term:
Pioneer the CF market as a Sustainable digi-financier with strong ESG practices and long-term, standardized initiatives.
INSIGHT
Home Love Bus journey initially started as an internal CSR activity – Home Love, our primary focus at that time was to help the people affected by Covid-19 and lockdowns. From donating personal protective equipment (PPE) to supporting vaccination efforts and helping people maintain their livelihoods – we worked to support our community. During the most recent social distancing period, Home Love donated VND 1 billion to the national vaccine fund and brought more than 30,000 meals and necessities to 10 field hospitals, 300 mid-autumn gifts were handed out to children and families in quarantine facilities and frontline doctors and nurses.
Recognizing the societal impact of Home Love and the opportunity for Home Credit to give back to the community, we expanded the project from Home Love to the Home Love Bus Journey. This evolves beyond just a pure charitable activity, it has become a "Home Love Bus" journey where we carry love to disadvantaged communities across the country. Through this initiative, we aim to engage individuals, especially sustainability enthusiast, who share the same vision of building a better society and a brighter future. We hope that whenever people see the "Home Love Bus" symbol, it will remind and inspire them of the beautiful journey of those contributing to a more sustainable community.
CREATIVE IDEA
Our creative direction transcends typical charity activities, instead, connecting by capturing Vietnam's cultural essence, documenting Home Love Bus's journey, celebrating resilience, and showcasing nationwide dedication to enhancing lives.
The Home Home Bus will embark on a journey across the country, extending a helping hand to the underprivileged in various communities. In doing so, we go beyond merely telling stories about our journey of giving back in the digital age; we actively showcase the splendor of Vietnam in every destination the Love Bus visits. For instance, during Tet 2024 season, we harnessed the local culture of Bac Lieu to tell a story, exhibited vivid portraits of residents, and shared their compelling stories using the melody of "Dạ cổ hoài lang" to kickstart our hero video showcasing the Home Love Bus's journey in Bac Lieu. Through these efforts, we aspire to inspire positive change and leave a lasting impact on both the environment and society in beautiful Vietnam.
CONNECTION PLAN
From the offline to online, we aim to extend our reach to every city and engage individuals in various activities that promote community involvement and social sharing. Through initiatives such as fundraising via the Home App, writing New Year wish messages to underprivileged children via Home App and Social Media, and donating through vending machines, we foster a culture of giving and sharing.
2022:
Aug: A Luoi - Home Love brought the joy of the Mid-Autumn festival to ethnic minority people residing in A Luoi district, Thua Thien Hue province. Situated in the border region of Vietnam – Laos, where the land was severely contaminated by dioxin during the Vietnam War, the people in A Luoi scarcely had the opportunity to partake in this significant occasion celebrated throughout Vietnam. During the event, the Home Credit team organized a traditional lion dance show to delight the children and distributed moon cakes, star lanterns, and various essential gifts to more than 300 children and families.
Initiatives to engage on both offline and online:
Hero Video: Home Love Bus in A Luoi, Thua Thien – Hue province, Vietnam - YouTube
Internal Donation through Home App
Send wishes to the unprivileged children: Every wish exchanged will contribute 10,000 VND to the Lotus Capital Fund. 2023:
Jan 23: Home Love Bus to Mu Cang Chai: Tet Tron Tet Vui - With utmost dedication, we endeavor to bring a fulfilling Tet experience to individuals and children in North Vietnam. The Home Love Bus sets its course for Mu Cang Chai, fully prepared for the journey. Along the way, our staff showcases unwavering effort in delivering special gifts to those in need. Upon arrival, meticulous preparations ensue, including the arrangement of special meals, decoration, and gift categorization. The gifting event unfolds with joyous celebration, capturing happy moments against a vibrant backdrop of colors, symbolizing our commitment to spreading love and happiness.
Initiatives to engage on both offline and online:
Hero Video: https://www.youtube.com/watch?v=M24k9HyO7hw
In-App Donation: 1000+ Click on Home App New year wish message to the unprivileged children: Every wish exchanged will contribute 10,000 VND to the Lotus Capital Fund.
Social discussion:
Sharing different perspectives of “Tết tròn”.
Send wishes, share the love.
Minigame: “Chúc Tết tròn đầy, Quyên góp yêu thương!”
PR: Vietcetera series “Tết tròn, Tết Vui”, Zing News, Cafebiz, Kenh14 eMagazine.
2023
Sep 23: Home Love Bus to Cam Ranh: Joyful Full Moon with Home Love - Home Credit extended a heartfelt visit to the underprivileged Raglai community, igniting a spark of hope and joy. Drawing upon the generosity of its employees nationwide, meaningful gifts overflowed at the Home Love Toys/Stationery Donate Station, reflecting a shared commitment to making a difference. Led by a dedicated internal volunteer team, a delightful Mid-Autumn Festival unfolded at Cam Phuoc Dong 1 Elementary School, where traditional songs resonated and over 300 students were greeted with warmth and gifts. This heartfelt initiative exemplifies Home Credit's ethos of compassion and community engagement, uplifting spirits and fostering connections in the communities it serves.
Home Credit made a visit to the underprivileged Raglai people.
Employees from all corners of the country contributed meaningful gifts to the Home Love Toys/Stationery Donate Station.
The volunteer team organized a memorable Mid-Autumn Festival at Cam Phuoc Dong 1 Elementary School, complete with traditional songs and gifts for over 300 students there.
Initiatives to engage on both offline and online:
Hero Video: Vui Ca Trung Thu cùng Home Love
Home Love Toys/Stationery Donate Station: Employees donated new/used toys and stationery items to support Home Love and bring joy to those in need.
…
Dec/23 – Jan/24: Home Love Bus to Bac Lieu - Bring the Warm Tet to Bac Lieu - Venture on a mesmerizing journey through the heart of Bac Lieu and beyond, as we unveil the rich tapestry of the Home Love Bus experience across the Western provinces. As we showcase the resilience of women and children who courageously pursue a brighter tomorrow. Through vivid portraits and heartfelt storytelling, we celebrate their unwavering spirit and determination. Witness firsthand Home Love bus's unwavering commitment to touching lives in every corner of Vietnam, reaching out with a compassionate hand to uplift and empower individuals from all walks of life.
In this trip, to make it more special than before, we introduced the Home Love Bus's vending machine, allowing people to purchase Home Love Bus merchandise. Proceeds from the merchandise sales are donated to help underprivileged children.
Initiatives to engage on both offline and online:
Hero video: https://www.youtube.com/watch?v=N1rHQrC8AQ4&t=14s
In-App donation Vending machine to sell Home Love Bus merchandise Minigame on Facebook
OBJECTIVE-BASE KPI
2023
Brand metrics:
#9 most prominent Tet Ad campaign on social media by YMI Award
3rd time in a row reach top 20 shortlist social Tet Campaign
699K total mentions (x4 compared to Tet Camp 2022)
349K positive mentions (x3 compared to Tet Camp 2022)
1.0 sentiment score (Positive-Negative/ Positive+Negative)
127K unique accounts (x2.8 compared to Tet Camp 2022)
Media efficiency:
17.3M total reach (81% target audience pool)
+3.5% Ad recall (Brand lift survey)
+3.1% positive impact attribute (Brand lift survey)
+2.1% Brand/ message association (Brand lift survey)
Social activities:
VND 160M social donation
VND 100M internal fundraising
6.3K user joined the gaming event
5.3K followers on content hub
2024 (TBU)
