BRAND:
VPBANK
AWARD CATEGORY:
The Best Use of Social Media Creativity
CAMPAIGN TIME RANGE:
27/12/2021-15/2/2022
CREDITS:
CASE STUDY VIDEO
STRATEGY
As a northern bank planning to expand into the South and choosing HCMC to be the main point, VPBank needed a campaign to build brand awareness and increase brand loyalty in the HCMC market with a new positioning “Prospering Vietnam”. But when we entered the southern market, HCMC just opened after the distance and was still affected by the Covid-19 pandemic.
HCMC is a land of welcoming differences. In this colorful and multicultural city, everyone has a different starting point and destination, but everyone has the opportunity to pursue their own ambitions and dreams.
However, in the context of the post-covid-19 pandemic, HCMC was hesitant to open its doors to the dream of prosperity because it had suffered too much loss. The question posed is whether Saigon is still the promised land for its own freedoms.
Realizing the potential of exploitation in this context, VPBank wants to inspire that the cultural value of HCMC is constant after the pandemic.
Since then, VPBank has realized this inspiration with brand positioning and products, to make the story of “Living your own prosperity to the full” a different story that only VPBank can do in the banking sector.
INSIGHT
VPBank's positioning in the campaign to be a punionar inspiration to living a new life, continuing to pursue your own prosperity.
VPBank inspired and affirmed that although the human mentality and the rhythm of life changed to a new shape, the core values of Saigon unchanged after the pandemic.
VPBank will create new inspiration and encourage the people of HCMC to live this new rhythm of life to the fullest.
CREATIVE IDEA
Instead of leading audiences to a common concept of Prosperous Living, VPBank accompanies different definitions of Prosperity according to different ways of living to the full.
Saigon joyfully resumes the new rhythm of life and returns to being a Prosperous Saigon. VPBank empowers a Prosperous Saigon where new rhythms of life are revived and adapted after the pandemic with full sentiments.
After that, audiences discovered heart-touching stories about countless individual desires for Prosperity across Saigon in the days leading up to Tet. Every street corner, every life hustles with their own dreams, but they all try their best to welcome a warm, happy and prosperous New Year.
With a whispering voice, the emotional clip is like the touching confession of each Saigonese, with the desire for a more prosperous life, full of their own desire in the moment of the new year with many new hopes. This clip is also VPBank's encouragement to Saigon and all Saigonese. The storytelling technique plays a pivotal role to increase the emotionality of the clip.
Leading this journey, Khoai Lang Thang, a travel blogger with a bold southern flair, will talk with VPBank about the unique rhythms of life in a bustling Saigon on the eve of Tet. Each street, each house, each person is busy with different life rhythms with their hearts full of hope in a new year of full prosperity.
CONNECTION PLAN
KV Series for Saigon (check on submission form)
KV Master depicts Saigon with 4 elements of Prosperity: financial, physical, spiritual, and community
KV Series embodies the spirit, unique to each district.
These panels crept into prime locations throughout Saigon and spread on familiar social networking sites of the Saigon community.
Emotional video:
Beginning with the question "Is Saigon prosperous this New Year?" by Khoai Lang Thang, the journey to find the answer is very unique for each Saigonese, but in general, the spirit of generosity, optimism and constantly rising in the transition moment of a special new year.
OBJECTIVE-BASE KPI
1. Social:
1.1.Fanpage AWO
SỐ LƯỢNG POST: 17
POST IMPRESSION: 42,290,523
POST ORGANIC REACH: 7,475,528
POST TOTAL REACH: 23,406,929
POST ENGAGEMENT:1,805,081
TOTAL VIDEO VIEW: 4,247,000
ENGAGEMENT RATE: 7,73%
AVG. FREQUENCY (Impression/ Reach): 1,8
1.2.Social Booking
REACTION: 119,359
COMMENT: 652
SHARE: 2,939
TOTAL ENGAGEMENT: 122,950
2. PR:
PUBLISHED ARTICLES: 15
POSTING TIME: 4 weeks
AVERAGE POSTING FREQUENCY: 4 articles/week
TOTAL VIEW: ~79,500
3. Media:
TOTAL REACH: 23M
IMPRESSION: 106M
ENGAGEMENT: 6.1M
VIDEO VIEW: 7.4M
CLICK: 1.7M
