BRAND:
OCB Bank
AWARD CATEGORY:
The Best Use of Content Creativity
CAMPAIGN TIME RANGE:
08/01/2024 - 28/02/2024
CREDITS:
ICON Media
CASE STUDY VIDEO
STRATEGY
[INFUSING A CONTEMPORARY ESSENCE TO PROSPERITY VALUES]
Understanding the background:
In 2023, OCB, a rapidly expanding private bank in Vietnam, achieved recognition as the "Best Digital Banking Brand–Vietnam 2022" and "Excellence in Retail Banking–Vietnam 2022." The bank had set a five-year goal to become the leading private bank by 2025. This required extensive promotion of its attractive banking products to both established customers (Money-wise Elite) and emerging customer segments (Millennial Professionals), offering a range of modern services such as E-saving, Speedup-VietQR, and traditional At-counter Saving. The objective was also to strengthen OCB’s brand affinity across a broader spectrum of customer groups.
Facing challenges:
OCB encountered a dual challenge previously: the economic downturn eroded customers' confidence in banking services, while many other private bank competitors aggressively introduced modern services like attractive saving interests and a holistic digital ecosystem tailored to the lifestyle of GenMZ customers, especially during Tet. OCB was tasked with a specific business challenge: "How could OCB boost its business momentum during an economic downturn while also differentiating itself from competitors targeting a wider customer demographic both old and young during Tet 2024?"
Strategic approach:
Answering this question posed a challenge because we understood that rejuvenated brands quickly gained customer approval. However, following a "follow-the-herd" approach didn't align with OCB's aspiration to stand out. We needed to rethink our strategy on a broader scale while staying true to OCB's 27-year-old core value: "Prosperity."
Although OCB's core value remained strong and closely tied to traditional standards, it historically appealed more to Money-wise Elite customers with At-counter Saving products during previous Tet campaigns rather than Millennial Professionals. Therefore, our goal for the Tet campaign was to discover a contemporary context where OCB’s "Prosperity" values could be appreciated and relevant to all customer segments: Wise-money elites and Young Professionals.
INSIGHT
[THE TRUE PROSPERITY IS BEING WITH OUR FAMILY IN TET]
During the challenging economic downturn of 2023, we observed a trend where two different generations embraced each other's financial values of “prosperity". Older customers increasingly turned to digital banking services for flexible wealth management, as indicated by GWI data. In contrast, millennials showed a positive inclination toward sustainable investing to strengthen their financial standing, based on findings from Decision Labs.
OCB's efforts did not stop there; we aimed to transcend “prosperity" beyond mere material success. Consequently, we endeavored to align ourselves with our customers' personal definition of prosperity. Through our exploration, we discovered that in the eyes of our customers, "prosperity" extended beyond financial wealth. It showed simple yet deeply meaningful values such as gathering around the table for traditional Tet meals, receiving joyous Tet wishes at midnight, feeling the warmth of parents' embrace, or hearing the comforting words "I'm home."
As a result of this exploration, OCB came to a powerful realization that true prosperity is experienced when we come together to celebrate Tet with loved ones. This insight became our single thread in crafting a meaningful and authentic Tet campaign that touched millions of Vietnamese hearts.
CREATIVE IDEA
[HOME IS WHERE A PROSPEROUS TET BLOSSOMS]
Our creative concept was devised to convey to customers that Tet's prosperity wasn't merely an abstract notion focused solely on material wealth and disconnected from their families; instead, it was deeply intertwined with their familial relationships – encompassing mothers, fathers, daughters, sons, nieces, and nephews.
To integrate this concept into the lives of our customers, including the Money-wise elite and Millennial Professionals, we opted to create a music video. This choice was based on its established effectiveness in resonating with Vietnamese entertainment habits during Tet, as highlighted in the YouTube and Google Tet 2023 report.
To ensure the music video achieved significant success during Tet, OCB collaborated with the well-known songwriter Bui Cong Nam, recognized for his creation of numerous contemporary heart-felt, authentic classics to Tet emotions. Together, OCB and Bui Cong Nam composed a joyful and uplifting song titled "Về Nhà Là Có Tết" (Coming Home Means Tet). The song depicted various authentic and positive aspects of life: sharing tea with parents, assisting in house decorations, participating in cooking Tet meals, planning for the future, and more.
In an effort to enhance the song's relatability to customers, we featured Bui Cong Nam to represent the younger generation and Ms. Chieu Xuan to represent the older generation. This selection of talent was intentional in reaching both South and North customers and aimed to evoke a stronger sense of closeness with the audience.
To enhance the song's reach and impact across multiple platforms, we developed a variety of musical content with Bui Cong Nam, including condensed versions that highlighted our services, as well as other engaging musical activities such as CapCut templates and dance challenges.
CONNECTION PLAN
[OCB’S MAKE FAMILY THE NEW MEANING OF PROSPEROUS TET]
1: MAKE OCB'S NEW DEFINITION OF PROSPERITY A TET HIT.
One week prior to the MV launch, we selected Bui Cong Nam's channels as the starting point, teasing the audience with various content from the music composer, including live singing moments, behind-the-scenes photo shoots, and captivating snippets. With the audience's interest piqued, we officially premiered the MV, titled "Về Nhà Ăn Tết," on Bui Cong Nam's YouTube channel. The MV script depicted Bui Cong Nam’s genuine homing journey with authentic scenarios of family reunion. The MV swiftly captured the attention of our audience, amassing over 5 million views on the YouTube Tet Music Chart and garnering more than 300 organic wishes in the comment sections within a week. Beyond that, the OCB’s x Bui Cong Nam song won a grand performance spot in famous Tet shows: “Gala Nhạc Việt 2024", “Tết Đẹp” sharing its positivity to many other Vietnamese audiences in the peak moment of Tet.
2: OCB INVITED CUSTOMERS TO BLOSSOM THEIR MEANING OF PROSPEROUS TET.
Following the initial success of "Về Nhà Ăn Tết" MV, OCB sought to organically spread the message in a meaningful manner on social. To activate this, we created two different engaging activities with the curation from social outreach channels (KOLs and community), we invited customers to craft their own Tet wishes using the song through an adaptive CapCut template and participated in a Tet dance challenge on TikTok—a fun activity involving both generations to mark their shared moments.
3: OCB SERVICES HAND-IN-HAND WITH CUSTOMERS TO REALIZE THE PROSPEROUS NEW YEAR.
Subsequently, we released three condensed musical versions on OCB's fan page, featuring authentic Tet scenarios to showcase our range of financial services and enticing promotions such as At-counter saving, E-saving, Speedup - Viet QR. The product series quickly amassed 12 million views on the fan page, reaching millions of new customers and generating thousands of interactions. Additionally, the cut-down versions were utilized with effectiveness through music video ads on platforms like Spotify, TikTok, and YouTube.
OBJECTIVE-BASE KPI
The OCB Tet campaign's strategy and creative concept demonstrated remarkable success in communication performance within the banking sector, evidenced by surpassing all original KPIs:
Top 3 TVC in Tet 2024 on social media in BFSI category, according to Reputa.
MV reached 13.7 millions views on Youtube and TikTok. (+ 265.3% vs original KPI)
Product videos views overachieved the KPI with an astonishing increase of 192.58%
The campaign had 3 millions engagements across social media platforms.
