Gen Z is having more demand from digital banks as they are seeking beyond traditional banking experience. MBBank conducted research and figured out three key findings: :    

1. Although Gen Z is a multi-faceted generation with a vibrant tapestry of expressive ethos, they still endeavor to instill their uniqueness into these characters. These young bloods are willing to pay higher frequency to fulfill self-expression needs (higher than 80% compared with other generations).    

2. Fashion is becoming one of the most beloved categories among young hustlers, enabling them to fuse their unique DNA into any product experience.    

3. The banking industry's adherence to regulations and conservatism limits users' opportunities to create their unique experiences, making it seem unsuitable for their self-expression needs.    

Recognizing the opportunity for new experience innovation within the banking industry, our strategic flip was to let consumers freely design their own convenient banking experience especially by fashion language. MBBank create a unique product offer a "customized fashionable convenience" experience    

This new payment experience not only makes payments easier but also empowers Gen Z to create their own unique experiences, which can help them express their individual styles.

MB Stellar is launched and presented as a groundbreaking payment wristband that breaks all boundaries between fashion and banking technology. Now, GenZ can be the stylist of their own payment experience.    

MBBank dresses communication strategy with fashion language,    

1. Fashionable action cue shapes new “payment - in - style" trend  

Remarkable hand-free posing appears as MB Stellar action cue which highlights such a fashionable tasteful convenience with Stellar wristband. In the next phase, product VDO series clearly show hands-free experience directly with shopping-convenient purpose with a single wrist tap while being cool at every moment.    

2. Music cue sets the tone of fashion within Tiktok territory for fashion wearable exhibition  

Catchy jingle "Không có tiền no no" hilirates GenZ by twisting a fact: Cashless hands are now signs for trendy, fashionable life.    

3. Fashion stories reflect multifaceted lifestyle of Gen Z  

MB Stellar approaches Gen Z through different fashion subcultures: Indie, Casual, Street, Pop, Sport. More than that, we encourage them to freely mix & match diversified charms from 18 collections as their identity expression. Their character proudly shout out followed by top trendsetter: Quỳnh Anh Shyn, Liz Ngụy Thùy Linh and DJ Work Up, supported by 20 KOCs, all are well-displayed trend-setting videos as well as eye-catching lookbook.    

With this strong fashion focus, Stellar was successfully introduced as the first fashion payment bracelet in Vietnam,

Reimagining Payments: Introducing Your Stylish Wrist Companion    

MBBank revolutionized payment methods with Vietnam's First-Ever Payment Wristband, seamlessly blending fashion and finance through advanced technology. Our journey began with captivating visuals and collaborations with top fashion influencers like Quynh Anh Shyn, setting the stage for a groundbreaking shift in how payments are made. As we unveiled the bracelet's innovative "Hands-Free Payment" feature, employing short TikTok-style videos and diverse posing styles from influencers, we ignited widespread anticipation among Gen Z and beyond.    

The bracelet's debut at Milan Fashion Week solidified its status as a must-have fashion accessory, captivating audiences with its style and practicality. A meticulously curated lookbook showcased its versatility, empowering users to seamlessly integrate it into their unique styles.    

Adopting the most effective format for selling fashion products, we hosted a livestream on MBBank's Shopee account, and we provided a firsthand look at the bracelet's real-life utility. Through engaging demonstrations and storytelling, we addressed any concerns, urging users to embrace the stylish revolution in payments with Stellar.    

With MBBank leading the charge, banking is no longer just about transactions—it's about elevating every payment experience with style and innovation.

1. Digital performance:  

The total views across all digital touchpoints were at 13,01 million views and 100K reactions  

Achieving 3 thousand mentions and 1 thousand social shares within 1 weeks teasing product    

2. Outreach results:  

Attracted over 1K discussions & more than 100 organic UGC posts across channels about products without any rewards, games, or challenge  

Drawing the gaze of the international market, we garnered over 200 mentions in global publications for Stellar, the innovative new product from MBBank.      

3. Campaign result:  

Stellar received 500 pre-orders within the first day of its product reveal and surpassed its sales KPI by 2 times in the first week  

Generate 10.8K organic searches for “Vòng Tay Thanh Toán”, “MB Stellar” & “Stellar”  

Drive more than 200K users explore new products on product website and MBBank’s ecommerce store after 1 month of campaign launching,  

Assist in elevating the brand score by 5.1, positioning MB as the most improved brand within the Banking sector in 2023