Gen Z proves their closeness in a relationship through the language they use. They tend to freely express their nature through jokes, humor, and wit without fear. Some of them will love to share these conversations on social media. The closer they are, the more they feel free to express themselves. With Gen Z, money transfer is not just a rigid transaction but has become a unique method of communication with creativity, humor, and wit, they have created an exciting culture for this act.Based on the deep understanding of the above desire, ZaloPay aims to become a vital part to make money transfer more lovely and funnier.

ZaloPay started making ambition come true by a campaign called “The National Friendship” (Tình Bạn Quốc Dân) with the key message: “Chuyển tiền Zalo: Càng chuyển càng thân - Xứng bạn quốc dân”.Be “bestie” with the leading entertainment-social channel for the young audience: Kenh14.vn. Having been known as the top 1 channel for the young generation with more than 183 million visits per day, Kenh14.vn is the most suitable partner for the friendship campaign and has impacts widely on Gen Z audiences.Timing: July is the best time for the “friendship" campaign due to International Friendship Day - 30/7. It's the blue ocean for ZaloPay.Focus on building a series of special contents to convey the message of the campaign, including:Create a native content hub about friendship: Exploit many stories and aspects of friendship such as celebrity friendship in showbiz, friendship in the grandparents' era, highschool friendships,.. to grab audience attention about the “friendship” topics…Produce the MV “Tình Bạn Vạn Người Mê” with three famous artists, including musician Hua Kim Tuyen, musician & singer Hoang Dung and singer Juky San. With the experience of making hit songs, inspiring vocals, and a youthful vibe, ZaloPay chose them to convey the message to youngsters..Turn the audience into brand ambassadors by using the main song to share beautiful friendship stories on TikTok and by joining the Friendship Challenges on Kenh14 platform.Create Money Transfer cards with promotion and universe messages to make the money transfer exciting. With each money transfer transaction in the Zalo chat frame, users can attach a lovely card with a message expressing their thoughts & feelings. It makes the money transfer feature even more enjoyable.

Phase 1: Trigger by native friendship topic content Leverage Kenh14 Advantages, We built the native content about dramatic friendship content to drive attention & traffic to that topic & launched the Content Hub “National Friendship” in the first 2 weeks of the campaign.  

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Phase 2: Raise Awareness with Branded Contents with the objectives was deliver campaign messages and enhance money transfer in Zalo feature awareness After launching Content Hub “National Friendship”, ZaloPay was officially introduced as an exclusive Brand joined with Kenh14 to celebrate the Friendship Day 2022 by producing A Song for Friends called “National Friendship”. The Song was the collaboration between 3 young talented artists who act as a group of friends to talk about how their friendship looks like – Hua Kim Tuyen, Hoang Dung & Juky San and the choreography by Ciin – Hot Tiktok Dancer. The message ”Transferring in Zalo chat” was plugged in natively  the song lyrics and Music Video. The Song set a strong foundation to generate many touchpoints with Kenh14: “Your bestie Before and After”, “Dance Cover on Tiktok”, “Song Cover Parody”, and other PR articles about the MV… And surprisingly, thousands of Tiktok Audiences used the main song to share their friendship stories with tons of emotion. Each of them became ZaloPay Ambassadors to, with brand, celebrate a national friendship.Besides, we also made branded versions to deliver Brand Message “Chuyển tiền Zalo, Càng chuyển càng thân, xứng bạn quốc dân”.

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Phase 3: Engagement to users  To trigger user use money transfer in Zalo, We collaborated with Xuan Lan Artist to create a friendship money transfer card collection with cute visuals and contents about all kinds of friendship that we have in life with attractive promotions included in each card. 9 out of 10 cards belonged to our biggest merchants including TikTok, Highlands, Tiki, CGV, Baemin…. In each card, we showed a type of friendship that we believe any of us have. Furthermore, merchants also joined to celebrate friendship between them and ZaloPay.However, to create more motivation for users, we knew promotions were not enough. They need something more interesting, more “them”. So, we brought the witty “Sign from the universe” as default money transfer message which based on the popular trend/slangs on social media at that time such as “Vũ trụ muốn nhắn người nhận tiền là "hôm nay nhìn chả quyên tái châu lắm nha bà!"​ or “Vũ Trụ nhắn bạn: Mình còn trẻ, cái gì dui dẻ thì mình ưu tiên!​” and many more “gen Z” messages. We amplified it via social outreach and have many great & viral posts which gained much earned media. Especially, on national friendship day 30/7, We launched the last greeting card in the collection to introduce the biggest promotion that users who transfer by special card will receive a refund of up to 10 million. It helps stimulate users to use the money transfer feature with the money transfer cards.

Uplift 9 points Awareness of P2P in Zalo chat feature before vs. after campaign among non-senderCampaign did well in educating money transfer card features to P2P senders, from 15% pre-campaign to 64% senders using greeting cards in July & Aug 2022 Buzz Volume increased over 2,000% vs pre-campaign #1 audience scale in e-wallet market in July 2022