More and more banks are developing applications with the goal of becoming a Super App – a place where users can both conduct financial transactions and enjoy lifestyle utilities. However, in reality, most new apps focus on features without being widely communicated to reach customers. So how can financial institutions effectively reach the majority of their target audience?

I. The Digitalization Wave is Changing the Rules of the Finance – Banking Game

The widespread use of smartphones, fast internet speeds, and the cashless payment trend have created a strong wave of digitalization, fundamentally changing how users access financial services. Previously, banks had the advantage of extensive branch networks. Today, that advantage is gradually being replaced by digital platforms that can reach customers at every moment of their daily lives. Users are no longer satisfied with apps that only handle basic transactions; they want seamless experiences where finance, shopping, entertainment, travel, and education all converge in a single app.

Meanwhile, new competitors such as e-wallets, fintech companies, and Big Tech players have quickly embraced this trend with rich ecosystems that tie into everyday life. MoMo has become a popular e-wallet with a wide range of integrated services; Grab has expanded from ride-hailing to payments and financial services; Shopee connects e-commerce with ShopeePay. These breakthroughs have blurred the lines between banks and tech platforms, forcing banks to change. In this new context, developing a Super App is not just a choice but an inevitable path for banks to reaffirm their central role in customers’ digital lives.

The Digitalization Wave is Changing the Rules of the Finance – Banking Game

II. Financial Institutions in the Digital Age: Breakthrough Opportunity or Fierce Competition?

The rapid development of digital technology enables banks to enhance their competitiveness. Mobile apps have become a key channel for transactions and customer care, allowing banks to directly reach and continuously engage users. Big data and artificial intelligence allow behavior analysis, product personalization, ecosystem expansion, and revenue diversification. This is an opportunity for banks to transition from pure financial service providers to platform models while reinforcing their position in the digital economy.

However, opportunities come with many challenges. Users now have more alternatives from e-wallets, fintech, and tech platforms, making customer retention harder. Developing a banking app requires significant investment in technology, security infrastructure, and user experience. Meanwhile, app communication activities in Vietnam remain limited, not yet generating broad recognition and engagement. This makes the race to build a Super App both a breakthrough opportunity and a harsh test of each bank’s management capacity and communication strategy.

III. Decoding the Communication Strategy for Super Apps

Communicating for banking apps has its own unique characteristics, unlike traditional financial products. Users do not stick with an app just because it has many features but because of its convenience and familiarity in their daily lives. Therefore, for a Super App to truly connect with users, banks need a holistic approach that ensures presence in the digital environment while also creating real-life experiences tied to users’ needs.

Influencer Marketing
One key solution to bring banking apps closer to young users is collaborating with influencers. Through KOLs or micro-influencers in fields like lifestyle, personal finance, music, and entertainment, banks can convey messages naturally and accessibly. This form of communication creates strong viral effects on social media, helping users become curious and more willing to try the app.

Event Sponsorship
Sponsoring cultural, music, or sports events is an effective communication channel to increase app visibility. When banks integrate their apps into real-life experiences – such as ticket purchases, check-ins, or event-based rewards – users not only receive promotional messages but are also encouraged to use the app immediately. This helps the app become part of users’ daily activities rather than just a financial tool.

Employee Advocacy
These three solutions demonstrate that communication for banking Super Apps must follow an integrated approach, combining multiple touchpoints for optimal effectiveness. Influencers bring wide reach, event sponsorship offers real-world experience, and employee advocacy builds direct trust with customers. When applied together, these solutions not only drive app downloads but, more importantly, foster sustainable usage habits.

Decoding the Communication Strategy for Super Apps

IV. Vietnamese Banks Entering the Super App Race

1. Vietcombank – VCB Digibank: Internal Advocacy Amplifies Brand Reach
In 2024, Vietcombank launched a new version of VCB Digibank – its largest update since 2020 – with numerous improvements in interface, utility, and user experience. Facing fierce competition and shifting digital consumption habits, the bank chose an Employee Advocacy strategy to amplify its brand through its workforce.

The campaign, implemented by Novaon Digital, involved nearly 3,000 employees and generated over 3,000 social media posts, attracting 1.2 million interactions in just 1.5 months. This solution allowed Vietcombank to maximize internal resources while maintaining real-time monitoring and strict data security standards. As a result, VCB Digibank quickly increased brand awareness and reached users in a more personal and trustworthy way.

Vietcombank – VCB Digibank

2. VIB – MyVIB App: Combining Concert Sponsorship and Employee Advocacy
To encourage users to try the MyVIB app, VIB implemented a multifaceted communication strategy, notably sponsoring concerts and music events to reach younger audiences. The app was directly integrated into the event journey – from ticket purchase and check-in to receiving promotions – turning entertainment activities into natural brand touchpoints.

Simultaneously, VIB and Novaon Digital rolled out an Employee Advocacy campaign. Thousands of staff and agents became “internal KOCs,” spreading standardized content across social platforms. Powered by AI systems for real-time operation and measurement, the campaign achieved impressive results: brand recognition soared, new customer sign-ups increased, and communication costs were optimized. Employee Advocacy helped VIB reinforce brand trust, as internal voices are often seen as credible sources by customers.

VIB – My VIB

V. Insights from Novaon Digital Experts

From Novaon Digital’s perspective, the development of Super Apps in the banking sector depends not only on technological capacity but also on a long-term communication and marketing strategy. To make an app a daily habit and maintain competitive positioning, banks must treat their app as a living brand, built on consistent user experiences and clear messaging.

In this journey, the SCT (Strategy – Creative – Technology) model plays a guiding role. A sound strategy helps banks shape communication plans across different stages. Creative content and messaging make the app more relatable, engaging, and distinctive in users’ eyes. Technology, especially solutions like AI chatbots, ensures ongoing interaction, enhanced experiences, and operational efficiency. When these three elements work in harmony, the Super App has the potential for sustainable growth, rather than remaining just a transactional tool.

At the same time, applying the Brandformance method balances brand-building goals with business efficiency. While brand communication builds awareness and trust, performance activities drive downloads, user acquisition, and cost optimization. When deployed cohesively, these elements create a synergistic effect: maintaining app presence in customers’ minds while delivering tangible business results.

According to Novaon Digital, the future of banking Super Apps in Vietnam relies on a consistent communication strategy, creative content, enabling technology, and a balanced approach between branding and performance. This is why banks need an experienced agency partner to ensure their app is not only functional but also becomes a living brand in users’ digital lives.