Vietnam International Bank: How The Masked Singer Vietnam successfully vocalized VIB’s brand message and enriched its customers' experience

Vietnam International Bank (VIB) formed a partnership with The Masked Singer to leverage the show's content, boost its credit card offerings and gain share of mind and market.

Campaign details

Brand: Vietnam International BankAgency: TKL CorporationRegion: APAC

Strategy

Objective

Google's Vietnam Shopper Pulse Survey in February 2022 showed that credit and debit cards saw the most usage increase since COVID-19. The survey also found that a trusted brand is the number one reason why Vietnamese people choose to open a credit card account. However, brand awareness and consideration for credit card issuing banks remained low compared to similar benchmarks in the region.

This presented a golden opportunity for Vietnam International Bank (VIB) to launch a full-funnel campaign to boost its credit card offerings...

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