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 creates a unique product offers a "customized fashionable convenience" experience. Fashion and banking territories are now boundless.  

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.

MBBank empowered Gen Z to showcase their individuality through the first-ever fashionable banking wearables in Vietnam: MB Stellar, offering a customized and fashionable experience.  

MB Stellar was developed using five generic fashion styles—Indie, Casual, Street, Pop, and Sport—and 18 collections to cater to different Gen Z subcultures. Moreover, Gen Z is regarded by MBBank as crucial co-creators in jointly developing creative matches from the original 18 collections. In this way, MBBank has inspired Gen Z to freely find ways to express their identity. Banking industry can totally make the fashion phenomenon, tailored for GenZ’s desire for freedom.  

Additionally, MB Stellar allows users to bid farewell to fumbling with wallets or cards through a contactless RFID chip to facilitate simple and quick payments with a single tap of the wrist. MB Stellar is not only about style, it offers the fusion of fashion and the convenience of hands-free payment experience by 2in1 (Credit & debit card) chip.  

Motivated by this payment innovation, MBBank captures the interest of customers by showcasing stylistic campaignable communication through fashion icons and significant numbers of Key Opinion Consumers (KOC) with visually appealing lookbooks, product-experience videos, and signature free-hand action cues.  

MB Stellar is undoubtedly a well-designed accessory that enables Gen Z to stay stylish during every transaction. Beyond both fashion and banking, it’s called a plethora of life experiences.

Leveraging our product DNA as “customized fashion convenience”. Inspired by fashion product launch tactics, our campaign is designed to evoke curiosity and aspiration for our stylish payment experience offering.  

We kick off with teasing series, collaborating with fashion influencers and banner series show hints about new combinations between fashion and banking to build anticipation. Then, we unveil the product through a vibrant video, showcasing our product by hand-tutting dance and once again utilize Fashionista hub, highlighting its personalized, stylish payment experience for Gen Z.  

A fashion lookbook follows, showing the product's versatility with different fashion styles and aspirational appeal. Additionally, our Fashionista hub (3 KOLs, 20 KOCs) demonstrates its practical advantages in various Gen Z scenarios, from coffee shops to workouts, amplifying its relevance in their daily lives.  

For enhancing purchase intention without offline touchpoints, we hosted a Livestream on MBBank’s Shopee account for sharing about Stellar's versatility in various styles, demonstrating its practical usage, and addressing concerns, all to encourage users to buy.  

This not only builds up an aspiration for a new styling experience but also demonstrates the practical advantage of MB Stellar, poised to reimagine payment norms in the future.

Through these strategic steps, MBBank revolutionized the banking landscape, offering consumers a stylish payment experience and achieve remarkable result:    

Overall 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    

Outreach results:  

Attracted over 1K discussions & more than 200 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.    

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