Techcombank: Casa

Techcombank leveraged the best-in-class TCB mobile app with various customer-centric features to encourage people in Vietnam to open a bank account by directing potential users to download the app and urging them to explore the bank's website for further consideration.

Campaign details

Brand: TECHCOMBANKAgency: Mindshare Vietnam / WPPRegion: APAC

Strategy

Objective

Techcombank CASA's objective is to encourage people to open bank accounts and register, meaning eKYC success.

Where all banks offer virtually identical services such as zero fees, balance change notification, personalization, etc. Techcombank faced challenges in establishing differentiation.

Regarding media behaviors, after the pandemic, people came back to normal life for outdoor activities, which led to the exposure to OOH channels significantly increasing by 35% to 75% compared to 2021.

In addition, Techcombank also updated the app for the fastest onboarding of new customers,...

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