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Brand communication for green banking from the perspective of communication expert at a leading Vietnamese Bank

Written by admin on . Posted in Creative, Our Thinking, Strategy, Technology.

Interviewer: Could you share some information about BIDV’s green banking activities?

In recent years, Vietnam has continuously paid attention to building and developing a green economy. The Prime Minister issued Decision No. 1658/QĐ-TTg dated October 1, 2021, approving the National Green Growth Strategy for the period 2021–2030, with a vision to 2050; and Decision No. 882/QĐ-TTg dated July 22, 2022, approving the National Action Plan for Green Growth for the period 2021–2030. For the Vietnamese banking sector, since August 7, 2018, the Governor of the State Bank of Vietnam (SBV) has issued Decision No. 1604/QĐ-NHNN approving the project on developing green banking in Vietnam, and Decision No. 1408/QĐ-NHNN dated July 26, 2023, regarding the banking sector’s action plan to implement the National Green Growth Strategy for 2021–2030 and the Project on tasks and solutions to implement the outcomes of the 26th Conference of the Parties (COP26) to the United Nations Framework Convention on Climate Change. Therefore, it can be seen that promoting green growth and sustainable economic development is a directive being strongly implemented by the Government and the State Bank of Vietnam.

BIDV is proud to be the oldest bank in the system of credit institutions in Vietnam. As of December 31, 2024, BIDV was the bank with the largest total assets in Vietnam, with nearly VND 2.7 quadrillion, equivalent to more than USD 100 billion. BIDV is also the bank with the largest total outstanding loans to the economy, with over VND 2.01 quadrillion. Among that, BIDV continues to maintain its position as the bank with the largest green credit outstanding loans in Vietnam, with a total of over VND 75 trillion, accounting for nearly 12% of the total green credit outstanding loans of the entire economy and nearly 4% of BIDV’s total lending.

BIDV’s Board of Directors has early recognized the necessity and importance of orienting the development of BIDV into a green and sustainable bank. Accordingly, BIDV has early implemented a strategic and comprehensive plan with very encouraging initial results.

Regarding the strategic orientation for green banking development, BIDV identifies four pillars, which are also the driving forces that create the distinctive positioning of the green banking brand, including: (i) Striving to maintain scale and leading position in green finance; (ii) Implementing green banking activities at BIDV comprehensively and holistically; (iii) Focusing on comprehensive digitalization in both management and business development; (iv) Building and spreading a green/sustainable development culture throughout the entire system and broadly to the social community.

Recently, BIDV has been the first bank to sign a cooperation agreement with the Ministry of Natural Resources and Environment (now the Ministry of Agriculture and Environment) regarding the promotion of sustainable green finance development, environmental protection, and climate change response. BIDV is also the first bank to successfully issue VND 2.5 trillion of green bonds in accordance with international principles, pioneering the issuance of a Sustainable Loan Framework and the implementation of the Environmental and Social Risk Management Framework in trade finance activities. Currently, BIDV is also working with a leading global consultancy to continue refining the orientation for green banking brand positioning to 2030 and beyond.

With its traditional profession, in recent years, BIDV has continuously implemented many credit packages to accompany individual and corporate customers in the green transition journey, such as a VND 10 trillion credit package for individual customers in green business production, a VND 4.2 trillion credit package to support textile enterprises in green transition, a VND 10 trillion package to support businesses in green building renovation,…

Faced with the development of science and technology, especially in the fields of digital transformation, artificial intelligence, big data…, BIDV constantly invests in IT applications, develops banking products and services, and applications for individual and business customers. The application of technology in data and transaction management also optimizes resources and minimizes energy waste. The development of digital banking not only brings economic benefits but also plays an important role in building a more sustainable future. It can be confidently affirmed that BIDV’s new-generation SmartBanking application for individual customers offers a friendly, advanced, convenient, and secure financial service experience that is highly appreciated by customers. BIDV SmartBanking delivers a unified and completely new user interface experience, allowing users to personalize and customize the interface in real-time according to their preferences… Meanwhile, BIDV iBank provides a seamless, cross-platform online banking ecosystem for corporate customers and was honored as the Most Innovative Digital Application in Vietnam in 2021 by Global Banking & Finance magazine; and received the Sao Khue Award in 2022 from the Vietnam Software and IT Services Association – VINASA,…

Together with its business activities, for many years now, BIDV has always paid attention to promoting social security activities associated with the image of a green bank. Each year, BIDV allocates VND 300–400 billion to implement social security activities, in which many Green programs have become familiar brands to the media and the social community such as: “Planting one million trees by 2025”, “Fresh water for a green life”, the charity run “For a green life”, “Warm Tet for the poor”, building “flood-resistant community houses”, “lifebuoy schoolbags” for children in flood-prone areas…

Interviewer: In 2024, at the Announcement Ceremony of Sustainable Businesses in Vietnam organized by VCCI and the Vietnam Business Council for Sustainable Development (VBCSD-VCCI), BIDV was honored for the 6th time among the Top Sustainable Businesses in the trade and services sector. This is recognition of BIDV’s efforts. In which, the communication work for positioning the green banking brand also made positive contributions. Could you share more about this?

On April 26, 2022, on the occasion of the 65th anniversary of its founding, BIDV officially changed its brand identity to emerald green, combined with the yellow color of the national flag’s golden star as the primary brand color. With its widespread distribution network across the country, the image of a green bank has been positioned to the public.

At the same time, to implement the communication of the “green bank” brand, BIDV focuses on three target groups:

The first is BIDV’s staff. These are the “ambassadors” spreading green messages from within the bank. BIDV has early organized training courses and workshops for all levels of employees throughout the system, especially professional units, on the green banking model, environmental and social risk assessment management frameworks, general knowledge about ESG and sustainable development,… BIDV also digitizes processes to reduce the use of paper and ink, encourages movements to build green offices, and reduce plastic waste, contributing to forming a green culture among each employee.

The second is the group of corporate customers with over 500,000 organizations, corporations, general companies, SMEs, FDI enterprises,… BIDV regularly communicates and introduces via diverse methods such as direct meetings, exchanges via digital communication channels, banking service applications, and regularly organizes various business connection activities. BIDV accompanies enterprises to orient and optimize resources during the green transition process. BIDV coordinates with ministries, localities, and domestic and international organizations to organize many seminars, provide consulting, and connect businesses with experts and managers inside and outside Vietnam to timely share opportunities and challenges in the green transition when participating in global supply chains.

The third is the individual customer group with a base of over 22 million customers. On one hand, BIDV communicates and introduces financial solutions through digital technology applications such as SmartBanking, and information groups on social platforms… On the other hand, with a network of over 1,200 transaction points nationwide, BIDV conducts communication activities through direct customer care and timely provides useful information to customers. Besides, BIDV regularly organizes many community activities to create opportunities for individual customers to participate, such as the charity run “For a Green Life”, “Warm Tet for the Poor”…

Interviewer: It is known that in recent years, BIDV has also paid special attention to personal financial education programs for the community. Is this also a communication solution for positioning the “Green Bank” brand?

Exactly. We believe that if the general awareness of the community about finance in general and green finance in particular is enhanced, then the effectiveness of implementing strategic plans to build a Green Bank will also be improved.

In 2024, BIDV cooperated with VTV Times to launch for the first time the program “The Moneyverse” – a financial education program aimed at Vietnamese university students.

With the goal of increasing financial and banking knowledge dissemination to the public, especially young people, BIDV became the strategic companion of the program. We aim to turn what seems like dry financial knowledge into an entertaining and engaging experience through a combination of game show and reality TV format. BIDV’s financial experts collaborated with the production team to incorporate information on ESG, green banking activities, and digital banking of BIDV into the quiz rounds.

The program attracted the attention and participation of over 150,000 students from 27 universities nationwide. In addition to providing skills in personal financial management, the program also helped young people better understand ESG concepts, the Vietnamese Government’s commitment to achieving Net Zero by 2050, and thereby deepen their awareness of their role in the journey toward sustainable development together with the community.

With BIDV’s support, Season 1 of The Moneyverse achieved positive results with ratings reaching the top 1 in its broadcast time slot (Source: Kantar Media, VTV.vn). According to data from SocialTrend, during the week of October 29 to November 4, 2024, “The Moneyverse” ranked among the top 10 most-discussed programs on social media.

This is not only a sustainable development strategy but also a humanitarian step, opening up greater opportunities for the community in the future.

BIDV pioneers the implementation of personal financial education.

Cre: Novaon Digital

Interviewer: Has this process encountered any challenges, sir?

In terms of brand communication, we did face several challenges during the initial stage of pursuing the green banking positioning.

As mentioned earlier, this is a major directive from the Government. However, communication efforts have not yet been strong enough to effectively influence the public. Concepts such as ESG, Net Zero, or sustainable development are still relatively new. Similarly, in the banking sector, communication on green growth and green banking needs to be further strengthened to gradually shift public perception — turning awareness into action, and action into prioritization of green transition for the common goal.

In addition, building a green economy and sustainable development requires the active and coordinated participation of government agencies, local authorities, businesses, organizations, banks, and the wider community. Among them, banks — as the lifeblood of the economy — will provide green financial services and mobilize resources to support enterprises in their green transition journey.

Notably, in the context of Vietnam’s deepening integration into the global economy, recent shifts in the United States’ policies regarding previous commitments to sustainable development may pose significant challenges to the global effort in complying with green development regulations.

Nevertheless, we still consider this an opportunity to take the lead in building the “green bank” brand image and to remain steadfast in our pursuit of the common goal: working hand-in-hand with the community and businesses towards sustainable economic development.

Interviewer: Could you share BIDV’s experience in overcoming these difficulties to organize effective communication activities?

BIDV hopes to continue receiving the support and cooperation of organizations, the business community, society, and each individual customer so that together we can take action toward the shared goal of a green future.

We have developed a communication model based on the 5G framework to position ourselves as a green bank, including: Green Product, Green Internal, Green CSR, Green Living, and Green Campaign. Through this model, BIDV encourages employees and customers to change their habits — from managing finances to choosing daily products. Green lifestyle campaigns such as reducing plastic waste, tree planting, online charity runs, or using eco-friendly products are strongly promoted through educational and creative communication activities. With this direction, BIDV is not only positioning itself as a green bank but also as a companion in promoting a sustainable lifestyle for the entire community.

BIDV inspires a green mindset within the community

Cre: Novaon Digital

In addition, we remain steadfast in our goal of delivering a clear and consistent “Green Bank” brand experience to our customers and the wider community. This is implemented through three main approaches:

First, we ensure consistent branding and green messaging across all touchpoints — from the design of transaction spaces at branches, the interface of digital banking applications, and the layout of communication materials to the way we organize and deploy community campaigns.

BIDV has also taken the lead in publishing its 2023 Sustainability Report under the theme “Shaping a Green Future,” aiming to enhance transparency in sustainable development activities and gain recognition from external organizations and stakeholders. This serves as concrete evidence of BIDV’s ongoing efforts in pursuing the green bank brand positioning strategy, spreading sustainable values, and promoting green growth and the green economy.

BIDV strengthens its communication with the public through its media presence on digital platforms such as the website, Facebook, TikTok, LinkedIn, YouTube, Zalo, etc. On the bank’s official website, BIDV has created a dedicated page to regularly update its green banking initiatives and green financial products and services.

The 5G Green Strategy Model implemented by BIDV

Cre: Novaon Digital

Interviewer: Looking back on BIDV’s journey in building the “Green Bank” brand, what do you consider the greatest value BIDV has brought to customers and the community?

The journey of building the “Green Bank” brand has enabled BIDV not only to affirm its pioneering position in the field of sustainable finance but also to spread positive values to the community and customers. The greatest value we have delivered is the connection between environmental responsibility and practical social benefits. In the future, BIDV will continue to uphold this role, laying a solid foundation for a green and sustainable financial ecosystem.

Our goal is not only to provide green financial solutions and services to our customers but also to contribute to raising public awareness about environmental protection, climate change, and the joint implementation of sustainable financial practices. Through this, we aim to inspire the community and spread the spirit of working together for a green future for generations to come.

BIDV affirms its position through numerous sustainability awards.

Cre: Novaon Digital

Thank you, Mr. Hà, for your valuable insights!
Sources: Brandsvietnam


Truyền thông thương hiệu Ngân hàng Xanh dưới góc nhìn chuyên gia tại Ngân hàng hàng đầu Việt Nam

Written by admin on . Posted in Uncategorized.

PV: Ông có thể chia sẻ một số thông tin về hoạt động ngân hàng xanh của BIDV?

Trong những năm gần đây, Việt Nam luôn quan tâm đến xây dựng và phát triển nền kinh tế xanh. Thủ tướng Chính phủ đã ban hành Quyết định số 1658/QĐ-TTg ngày 1/10/2021 phê duyệt Chiến lược quốc gia về tăng trưởng xanh giai đoạn 2021-2030, tầm nhìn 2050; Quyết định số 882/QĐ-TTg ngày 22/07/2022 phê duyệt Kế hoạch hành động quốc gia về tăng trưởng xanh giai đoạn 2021 – 2030. Đối với Ngành Ngân hàng Việt Nam, từ ngày 7/8/2018, Thống đốc Ngân hàng Nhà nước Việt Nam (NHNNVN) đã ban hành Quyết định số 1604/QĐ-NHNN phê duyệt Đề án phát triển ngân hàng xanh tại Việt Nam, Quyết định số 1408/QĐ-NHNN ngày 26/07/2023 về kế hoạch hành động của ngành Ngân hàng thực hiện Chiến lược quốc gia về tăng trưởng xanh giai đoạn 2021 – 2030 và Đề án về những nhiệm vụ, giải pháp triển khai kết quả Hội nghị lần thứ 26 các bên tham gia công ước khung của Liên Hợp Quốc về biến đổi khí hậu. Do vậy, có thể thấy, thúc đẩy tăng trưởng xanh và phát triển kinh tế bền vững là chủ trương đang được Chính phủ và Ngân hàng Nhà nước Việt Nam quyết liệt chỉ đạo thực hiện. 

BIDV tự hào là ngân hàng có lịch sử lâu đời nhất trong hệ thống các tổ chức tín dụng tại Việt Nam. Đến 31/12/2024, BIDV là ngân hàng có tổng tài sản lớn nhất tại Việt Nam với qui mô gần 2,7 triệu tỷ đồng, tương đương hơn 100 tỷ USD. BIDV cũng là ngân hàng có tổng dư nợ cho vay nền kinh tế lớn nhất với qui mô trên 2,01 triệu tỷ đồng. Trong đó, BIDV tiếp tục duy trì vị thế là ngân hàng có quy mô dư nợ tín dụng xanh số 1 tại Việt Nam với dư nợ trên 75 nghìn tỷ đồng, chiếm gần 12% tổng dư nợ tín dụng xanh toàn nền kinh tế và chiếm gần 4% tổng dư nợ cho vay của BIDV.

Ban Lãnh đạo BIDV đã sớm nhận thức về sự cần thiết và tầm quan trọng của việc định hướng xây dựng BIDV trở thành Ngân hàng xanh, phát triển bền vững. Từ đó, BIDV đã sớm có chiến lược bài bản và đồng bộ với những kết quả ban đầu rất đáng khích lệ.

Về mặt định hướng chiến lược phát triển Ngân hàng xanh, BIDV xác định bốn trụ cột, đồng thời là động lực tạo nên sự khác biệt định vị thương hiệu ngân hàng xanh, bao gồm: (i) Phấn đấu duy trì quy mô, vị thế dẫn đầu thị trường về tài chính xanh; (ii) Triển khai hoạt động ngân hàng xanh tại BIDV một cách toàn diện, tổng thể, (iii) Tập trung số hóa toàn diện cả trong quản trị điều hành và phát triển hoạt động kinh doanh, (iv) Xây dựng, lan tỏa văn hóa phát triển xanh/bền vững trên toàn hệ thống, lan tỏa rộng khắp tới cộng đồng xã hội.

Từ năm 20…, BIDV là ngân hàng đầu tiên ký kết hợp tác với Bộ Tài nguyên và Môi trường (Nay là Bộ Nông nghiệp và Môi trường) thỏa thuận về thúc đẩy phát triển tài chính xanh bền vững, bảo vệ môi trường và ứng phó với biến đổi khí hậu. BIDV cũng là ngân hàng đầu tiên phát hành thành công 2.500 tỷ đồng trái phiếu xanh theo nguyên tắc quốc tế, tiên phong ban hành Khung khoản vay bền vững, tiên phong triển khai Khung quản lý rủi ro môi trường và xã hội trong hoạt động tài trợ thương mại. Hiện nay, BIDV cũng đang cùng với một tổ chức tư vấn hàng đầu thế giới tiếp tục hoàn thiện định hướng phát triển định vị thương hiệu ngân hàng xanh đến 2030 và những năm tiếp theo.

Bằng nghề nghiệp truyền thống, những năm qua, BIDV luôn nỗ lực triển khai nhiều gói tín dụng đồng hành cùng khách hàng cá nhân và doanh nghiệp trong hành trình chuyển đổi xanh như gói tín dụng 10.000 tỷ đồng cho khách hàng cá nhân phục vụ sản xuất kinh doanh lĩnh vực xanh, gói tín dụng 4.200 tỷ đồng hỗ trợ các doanh nghiệp dệt may chuyển dịch xanh, gói tín dụng 10.000 tỷ đồng hỗ trợ doanh nghiệp cải tạo công trình xanh,…

Trước sự phát triển của khoa học công nghệ nhất là trong lĩnh vực chuyển đổi số, trí tuệ nhân tạo, big data…, BIDV không ngừng đầu tư ứng dụng công nghệ thông tin, phát triển các sản phẩm dịch vụ ngân hàng, các ứng dụng phục vụ khách hàng cá nhân, doanh nghiệp. Việc ứng dụng công nghệ trong quản lý dữ liệu và giao dịch cũng tối ưu hóa nguồn lực, giảm thiểu lãng phí năng lượng. Việc phát triển ngân hàng số không chỉ mang lại lợi ích kinh tế mà còn đóng vai trò quan trọng trong xây dựng một tương lai bền vững hơn. Có thể tự tin khẳng định ứng dụng BIDV SmartBanking thế hệ mới của BIDV dành cho khách hàng cá nhân là một sự trải nghiệm sử dụng dịch vụ tài chính thân thiện, tiên tiến, tiện lợi, an toàn và luôn được khách hàng đánh giá cao. BIDV SmartBanking đã đem đến trải nghiệm đồng nhất và hoàn toàn mới về mặt giao diện, người dùng có thể cá nhân hóa trải nghiệm và tùy biến giao diện theo thời gian thực, theo sở thích…. Trong khi đó, ứng dụng BIDV iBank cung cấp hệ sinh thái dịch vụ ngân hàng trực tuyến liền mạch, liên thông đa nền tảng cho khách hàng doanh nghiệp, được vinh danh là Ứng dụng số sáng tạo nhất Việt Nam năm 2021 bởi tạp chí Global Banking & Finance; giải Sao Khuê năm 2022 từ Hiệp hội Phần mềm và Dịch vụ Công nghệ thông tin Việt Nam – VINASA,…

Cùng với hoạt động kinh doanh, từ nhiều năm trở lại đây, BIDV luôn quan tâm đẩy mạnh các hoạt động an sinh xã hội gắn với hình ảnh một ngân hàng xanh. Mỗi năm, BIDV dành 300-400 tỷ động để triển khai các hoạt động an sinh xã hội, trong đó, nhiều chương trình Xanh đã trở thành thương hiệu quen thuộc với giới truyền thông và cộng đồng xã hội như: Chương trình “trồng một triệu cây xanh” đến 2025, “Nước ngọt cho cuộc sống xanh”, Giải chạy thiện nguyện “Cho cuộc sống xanh”, “Tết ấm cho người nghèo”, Xây “nhà cộng đồng tránh lũ”, Cặp sách “phao cứu sinh” cho trẻ em vùng sông nước…

PV: Năm 2024, tại Lễ Công bố các doanh nghiệp bền vững tại Việt Nam do Liên đoàn Thương mại và Công nghiệp Việt Nam (VCCI) và Hội đồng Doanh nghiệp vì sự Phát triển bền vững Việt Nam (VBCSD-VCCI) tổ chức, BIDV lần thứ 6 được vinh danh nằm trong Top Doanh nghiệp bền vững trong lĩnh vực thương mại – dịch vụ. Đây là sự ghi nhận cho những nỗ lực của BIDV. Trong đó, công tác truyền thông định vị thương hiệu ngân hàng xanh cũng có những đóng góp tích cực. Ông có thể chia sẻ thêm về điều này?

Ngày 26/04/2022, nhân dịp kỷ niệm 65 năm ngày thành lập, BIDV đã chính thức chuyển đổi nhận diện thương hiệu với màu xanh ngọc lục bảo, kết hợp với màu vàng của ngôi sao vàng trên cờ tổ quốc làm màu nhận diện thương hiệu chủ đạo. Với mạng lưới kênh phân phối rộng khắp cả nước, hình ảnh một ngân hàng xanh đã được định vị trước công chúng.

Đồng thời, để triển khai truyền thông thương hiệu “ngân hàng xanh”, BIDV tập trung vào 3 nhóm đối tượng: 

Đầu tiên là đội ngũ nhân viên BIDV. Đây chính là những “đại sứ” lan tỏa thông điệp xanh từ trong nội bộ ngân hàng. BIDV đã sớm tổ chức các khoá đào tạo, workshop cho các cấp cán bộ nhân viên trên toàn hệ thống, đặc biệt là các đơn vị nghiệp vụ về mô hình ngân hàng xanh, các khung quản lý rủi ro đánh giá tác động môi trường và xã hội, kiến thức chung về ESG và phát triển bền vững,… BIDV cũng đồng thời số hóa quy trình để giảm sử dụng giấy, mực in, vận động các phong trào xây dựng văn phòng xanh, hạn chế rác thải nhựa, góp phần hình thành văn hóa xanh trong từng thành viên. 

Thứ hai là nhóm khách hàng doanh nghiệp với trên 500.000 doanh nghiệp là các tổ chức, tập doàn, tổng công ty, doanh nghiệp SME, FDI…. BIDV vừa thường xuyên truyền thông giới thiệu thông qua các hình thức đa dạng như trực tiếp gặp gỡ, tiếp xúc, trao đổi qua các kênh truyền thông điện tử, qua các ứng dụng phần mềm dịch vụ, đồng thời thường xuyên tổ chức nhiều hoạt động kết nối doanh nghiệp. BIDV đồng hành cùng doanh nghiệp nhằm định hướng và tối ưu hóa nguồn lực trong quá trình chuyển đổi xanh. BIDV phối hợp với các Bộ, Ngành địa phương, các tổ chức trong nước và quốc tế đã tổ chức nhiều buổi hội thảo, tiến hành tư vấn, kết nối doanh nghiệp với các chuyên gia, các nhà quản lý trong và ngoài nước để thông tin kịp thời cơ hội, thách thức cho khách hàng doanh nghiệp trong hoạt động chuyển đổi xanh khi tham gia vào các chuỗi cung ứng toàn cầu.

Thứ ba là nhóm khách hàng cá nhân với nền trên 22 triệu khách hàng. Một mặt, BIDV truyền thông giới thiệu về những giải pháp tài chính thông qua các ứng dụng công nghệ số như SmartBanking, các nhóm thông tin trên các nền tảng mạng xã hội…Mặt khác, với mạng lưới trên 1.200 điểm giao dịch rộng khắp cả nước, BIDV thực hiện hoạt động truyền thông thông qua việc trực tiếp chăm sóc khách hàng, kịp thời cung cấp những thông tin hữu ích cho khác hàng. Bên cạnh đó, BIDV thường xuyên tổ chức nhiều hoạt động vì xã hội cộng động để tạo cơ hội cho khách hàng cá nhân cùng hưởng ứng tham gia như Giải chạy “Cho cuộc sống Xanh”, “Tết ấm cho người nghèo”….. 

PV: Được biết trong những năm gần đây, BIDV cũng dành nhiều sự quan tâm đến chương trình giáo dục tài chính cá nhân cho cộng đồng xã hội. Có lẽ đây cũng là một giải pháp truyền thông cho việc định vị thương hiệu “Ngân hàng xanh”?

Đúng vậy. Chúng tôi nhận thấy nếu nhận thức chung của cộng đồng xã hội về tài chính nói chung và tài chính xanh nói riêng được nâng cao thì hiệu quả việc thực thi các kế hoạch chiến lược xây dựng Ngân hàng xanh cũng sẽ được cải thiện. Năm 2024 vừa qua, BIDV đã phối hợp cùng VTV Times lần đầu tiên cho ra đời chương trình “Vũ trụ đồng tiền” – The Moneyverse – một chương trình giáo dục tài chính hướng tới đối tượng là các bạn sinh viên Việt Nam.

Với mục tiêu tăng cường phổ biến kiến thức tài chính, ngân hàng đến đông đảo công chúng mà trọng tâm là giới trẻ, BIDV đã trở thành đơn vị đồng hành chiến lược của chương trình. Chúng tôi mong muốn biến việc tìm hiểu kiến thức tài chính tưởng như khô khan thành một trải nghiệm giải trí thú vị thông qua hình thức chương trình game show kết hợp truyền hình thực tế. Đội ngũ chuyên gia tài chính của BIDV đã phối hợp với ê-kíp sản xuất để lồng ghép những thông tin về ESG, hoạt động ngân hàng xanh và ngân hàng số của BIDV trong các câu hỏi tại các vòng thi. 

Chương trình đã thu hút sự quan tâm, tham gia của hơn 150.000 sinh viên từ 27 trường đại học trên cả nước. Bên cạnh việc cung cấp những kỹ năng trong quản lý chi tiêu tài chính cá nhân, chương trình còn giúp các bạn trẻ hiểu thêm về những khái niệm xung quanh chủ đề ESG, về cam kết của Chính phủ Việt Nam đạt được Net Zero vào năm 2050, từ đó nhận thức sâu sắc hơn vai trò của mình trong hành trình cùng cộng đồng hướng tới mục tiêu phát triển bền vững. 

Với sự đồng hành của BIDV, Mùa 1 của The Moneyverse đã nhận được nhiều kết quả khả quan với rating đạt top 1 trong khung giờ phát sóng (Nguồn: Kantar Media, VTV.vn đưa tin). Theo dữ liệu từ SocialTrend, trong tuần từ 29/10 đến 4/11/2024, “Vũ trụ Đồng tiền” nằm trong top 10 chương trình được thảo luận nhiều nhất trên mạng xã hội. 

Đây không chỉ là một chiến lược phát triển bền vững mà còn là bước đi mang tính nhân văn, mở ra những cơ hội lớn hơn cho cộng đồng trong tương lai.

BIDV tiên phong triển khai giáo dục tài chính cá nhân

Nguồn: Novaon Digital

PV: Quá trình này có gặp thách thức nào không, thưa ông?

Về khía cạnh truyền thông thương hiệu, chúng tôi có gặp một số thách thức trong thời gian đầu theo đuổi định vị ngân hàng xanh:

Như đã chia sẻ ở phần đầu, đây là một chủ trương lớn của Chính phủ. Tuy nhiên, dường như công tác truyền thông chưa đủ mạnh để tác động hiệu quả tới công chúng. Khái niệm về ESG, Net Zero hay phát triển bền vững vẫn còn khá mới mẻ. Tương tự như vậy, đối với ngành ngân hàng, công tác truyền thông về tăng trưởng xanh, ngân hàng xanh cần tiếp tục được đẩy mạnh hơn nữa để dần thay đổi nhận thức, từ đó biến nhận thức thành hành động và ưu tiên lựa chọn chuyển đổi xanh vì mục tiêu chung.

Bên cạnh đó, xây dựng nền kinh tế xanh và phát triển bền vững cần sự vào cuộc một cách đồng bộ và quyết liệt của các cơ quan Chính phủ, chính quyền địa phương, các doanh nghiệp, tổ chức, ngân hàng và cả cộng đồng xã hội. Trong đó, ngân hàng – với vai trò là huyết mạch của nền kinh tế, sẽ cung ứng các dịch vụ tài chính xanh và huy động các nguồn vốn hỗ trợ cho hành trình chuyển đổi xanh của doanh nghiệp.

Đặc biệt, trong bối cảnh Việt nam đang tham gia một cách sâu rộng vào hoạt động kinh tế quốc tế, gần đây, việc thay đổi chính sách của Mỹ đối với các cam kết về phát triển bền vững trước đây sẽ là những trở ngại không nhỏ đến nỗ lực chung của thế giới đối với việc tuân thủ các qui định về phát triển Xanh.

Mặc dù vậy, chúng tôi vẫn coi đây là cơ hội để tiên phong trong việc xây dựng định vị hình ảnh “ngân hàng xanh”, kiên trì theo đuổi mục tiêu chung tay cùng cộng đồng, doanh nghiệp hướng tới phát triển kinh tế bền vững.

PV: Ông có thể chia sẻ kinh nghiệm của BIDV vượt qua những thách thức khó khăn để tổ chức hiệu quả hoạt động truyền thông?

BIDV mong muốn tiếp tục nhận được sự đồng hành, chung tay của các tổ chức, cộng đồng doanh nghiệp, xã hội và mỗi cá nhân khách hàng để cùng nhau hành động hướng tới mục tiêu chung vì tương lai xanh.

Chúng tôi đã xây dựng mô hình truyền thông theo mô hình 5G để định vị ngân hàng xanh, bao gồm: Green Product (Sản phẩm xanh), Green Internal (Quản trị xanh), Green CSR (An sinh xã hội xanh), Green Living (Văn hoá sống xanh), và Green Campaign (Chiến dịch xanh). Thông qua mô hình này, BIDV khuyến khích nhân viên, khách hàng thay đổi thói quen, từ cách quản lý tài chính đến việc lựa chọn sản phẩm hàng ngày. Các chiến dịch sống xanh như giảm thiểu rác thải nhựa, trồng cây, giải chạy online hay sử dụng sản phẩm thân thiện với môi trường được truyền cảm hứng mạnh mẽ thông qua các hoạt động giáo dục và truyền thông sáng tạo. Với định hướng này, BIDV không chỉ định vị mình là một ngân hàng xanh, mà còn là người đồng hành thúc đẩy một lối sống bền vững cho cả cộng đồng.

BIDV truyền cảm hứng xanh đến cộng đồng

Nguồn: Novaon Digital

Bên cạnh đó, chúng tôi luôn kiên định với mục tiêu mang tới một trải nghiệm thương hiệu ‘Ngân hàng xanh’ rõ ràng và nhất quán cho khách hàng và cộng đồng. Điều này được thực hiện thông qua ba hướng tiếp cận chính:

Đầu tiên, chúng tôi đảm bảo đồng nhất hình ảnh thương hiệu và thông điệp xanh trên mọi điểm chạm, từ không gian giao dịch tại các chi nhánh, thiết kế giao diện các ứng dụng ngân hàng số, thiết kế các ấn phẩm truyền thông cho đến cách chúng tôi tổ chức triển khai các chiến dịch tới cộng đồng.

BIDV cũng đã tiên phong phát hành Báo cáo Phát triển Bền vững năm 2023 với chủ đề “Kiến tạo tương lai xanh”, nhằm tăng cường sự minh bạch thông tin về hoạt động phát triển bền vững và đạt được sự ghi nhận từ các tổ chức, cá nhân bên ngoài hệ thống. Đây là một minh chứng cụ thể cho những nỗ lực của BIDV trong việc theo đuổi chiến lược định vị thương hiệu ngân hàng xanh, lan tỏa các giá trị bền vững, thúc đẩy tăng trưởng xanh và phát triển kinh tế xanh.

BIDV đẩy mạnh truyền thông tới cộng đồng thông qua các hiện diện truyền thông trên nàn tảng số như Website, Facebook, Tiktok, Linkedin, Youtube, Zalo,… Trên website của ngân hàng, BIDV xây dựng riêng một trang thông tin để cập nhật các hoạt động ngân hàng xanh, các sản phẩm dịch vụ tài chính xanh. 

Mô hình 5G – mô hình Xanh mà BIDV triển khai

Nguồn: Novaon Digital

PV: Nhìn lại hành trình xây dựng thương hiệu ‘Ngân hàng xanh’ của BIDV, đâu là giá trị lớn nhất mà BIDV đã mang lại cho khách hàng, cộng đồng?

Hành trình xây dựng thương hiệu ‘Ngân hàng xanh’ đã giúp BIDV không chỉ khẳng định vị thế tiên phong trong lĩnh vực tài chính bền vững mà còn lan tỏa giá trị tích cực tới cộng đồng và khách hàng. Giá trị lớn nhất mà chúng tôi mang lại là sự kết nối giữa trách nhiệm môi trường và lợi ích thiết thực cho xã hội. Trong tương lai, BIDV sẽ tiếp tục phát huy vai trò này, tạo nền tảng vững chắc cho một hệ sinh thái tài chính xanh và bền vững.

Chúng tôi đặt mục tiêu không chỉ là cung cấp các giải pháp, dịch vụ tài chính xanh tới khách hàng, mà còn mong muốn góp phần nâng cao nhận thức chung về các vấn đề bảo vệ môi trường, biến đổi khí hậu cũng như cùng nhau thực hành các giải pháp tài chính bền vững. Qua đó, truyền cảm hứng tới cộng đồng, lan tỏa tinh thần chung tay vì một tương lai xanh cho các thế hệ mai sau. 

BIDV khẳng định vị thế qua nhiều giải thưởng bền vững

Nguồn: Novaon Digital

Nguồn: Brands Vietnam

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Music Marketing: The Key to Connecting Finance & Banking with the New Generation

Written by admin on . Posted in Creative, Our Thinking, Strategy.

Novaon Digital launches the report “Music Marketing: The Key to Connecting Financial – Banking Brands with the New Generation,” providing a comprehensive perspective on how banks and financial institutions can integrate music into modern communication strategies. As Gen Z and Millennials are becoming the core customer groups, music not only enhances emotional engagement for financial brands but also opens up new approaches across digital platforms. With in-depth trend analysis and actionable suggestions, this report is a valuable resource for financial – banking brands seeking to differentiate their communication strategies in the digital era.

The Financial – Banking Landscape and the Consumption Behavior of the Young Generation

The financial – banking sector is undergoing a significant transformation, as digital technology and new consumer generations reshape the way brands approach and interact with customers. Unlike previous generations, today’s youth expect seamless, personalized, and convenient experiences, not just quality products or services.

This section, “The Financial – Banking Landscape and the Consumption Behavior of the Young Generation,” provides a comprehensive view of how Gen Z and Millennials are redefining access to information, entertainment, and financial services. It offers brands a foundation for understanding emerging trends shaping the future of finance, and highlights the critical role of creative communication in connecting with the new generation.

One key insight is that music and short-form entertainment are becoming essential parts of young people’s digital lives. They proactively learn about finance through new channels like TikTok, podcasts, and YouTube, responding quickly to content that is emotional and creative. This demands that brands reinvent both their messaging and customer experience to engage the young audience. The report delves deeper into these dynamics.

The financial – banking landscape and consumption trends of the young generation.

Music Marketing: The New Key for Financial Brands

Music — an indispensable part of young people’s daily lives — is becoming a strategic tool in brand communications, even for sectors traditionally seen as “hard to engage” like finance and banking. Today, music is the “language of emotions” that helps brands tell their stories, deliver messages, and naturally connect with target audiences.

Music-based marketing campaigns are demonstrating remarkable effectiveness: enhancing brand recall, evoking positive emotions, driving purchase behaviors, and amplifying viral effects across platforms like TikTok, YouTube, and Spotify. Especially for financial brands, music helps break the conventional stiff image, making them appear more youthful and relatable.

Understanding the new consumption behaviors of Gen Z and Millennials — who no longer want to “hear advertisements” but share what resonates emotionally — many financial brands are shifting their approach. Instead of focusing on products, they tell lifestyle stories; instead of promoting numbers, they spread emotions through melodies. Campaigns like branded music videos, concert sponsorships, and viral TikTok challenges are not just increasing brand love but also carving out differentiation in a highly commoditized market.

This part of the report provides a practical look at the role of music in modern financial communication strategies, backed by real-world examples to help businesses understand how music can become the “key” to naturally and sustainably connect with the young generation.

Music is becoming a strategic tool for financial brands to connect deeply with the new generation and enhance brand differentiation.

Music Marketing Strategies for Financial – Banking Brands

The next section of the report focuses on the Music Marketing strategies currently being adopted by financial – banking brands to strengthen their connection with younger customers. As emotional experience becomes a central factor in consumer behavior, music is seen as the “key” that helps financial brands escape their dry image and present a fresher, more modern identity.

The report outlines four major Music Marketing strategies widely applied in the industry:

  • Music Sponsorship – partnering with large-scale music events to increase brand exposure and emotional engagement.
  • Influencer Music Marketing – collaborating with musicians and KOLs to naturally amplify brand messages.
  • Creative Music Videos – crafting artistic, story-driven music videos that resonate with audiences.
  • TikTok Music Campaigns – leveraging TikTok trends through music-driven challenges and user-generated content.

More than just theory, this section analyzes implementation methods, specific advantages, and the viral potential across digital platforms. Practical examples show how music helps banks tap into young audiences’ emotions, boost multi-touchpoint engagement, and build lasting brand affinity in a fully digitized landscape.

Implementing Music Marketing Strategies for Brand Objectives

To help financial – banking brands maximize the emotional power of music in modern communication, the report presents specialized Music Marketing solutions developed by Novaon Digital. These solutions cater to diverse objectives — from building brand identity and increasing engagement to driving viral campaigns across digital platforms.

Specifically, the report highlights four main solution groups:

  • Music Video Production – creating branded music videos blending emotional storytelling and brand messaging.
  • Music Video Sponsorship – partnering with artists to seamlessly integrate branding into their creative content.
  • TikTok Music Campaigns – launching music-driven viral campaigns on TikTok to connect with young users.
  • Music Liveshow Sponsorship – supporting music shows (online/offline) to enhance brand experience and visibility.

The report presents these strategies systematically and accessibly to help businesses align their communications with the growing Music Marketing trend in the financial – banking industry.

Music Marketing strategies for the financial – banking sector: Connecting emotions and building brand identity through music.

Conclusion

The “Music Marketing: The Key to Connecting Financial – Banking Brands with the New Generation” report by Novaon Digital offers a comprehensive view of how music is becoming a powerful strategic tool in financial communications. From creating emotional touchpoints with Gen Z to implementing tactics like music sponsorships, KOL collaborations, creative music videos, and viral TikTok campaigns — music opens new opportunities for financial brands to break traditional boundaries and connect more naturally with their audiences.

Novaon Digital is proud to accompany businesses in their journey to transform brand image, enhance communication efficiency, and foster stronger customer engagement through Music Marketing. Don’t miss this report if you’re seeking breakthrough strategies to connect your financial brand with the next-generation customers.

Creator Economy & Micro-Influencer: The Branding Solution to Accelerate Business Growth in the Creative Era

Written by admin on . Posted in Creative, Our Thinking, Technology.

Introduction

In the digital era, consumer behavior is undergoing a profound transformation. Audiences are no longer easily persuaded by one-way advertising as in the past. Instead, today’s consumers actively seek authentic, personalized content—especially when it comes from sources they trust.

Rather than “watching advertisements,” people now prefer “listening to real-life recommendations.” They place their trust in true stories told by relatable individuals—friends, colleagues, niche experts—over brands or celebrities who may feel distant and disconnected. As a result, the role of content creators, particularly micro-influencers, is becoming increasingly prominent in modern marketing strategies.

What makes them stand out is not fame, but relevance: the right niche, the right community, and the right values. A creator who shares financial knowledge in a clear and accessible way can profoundly impact thousands of young people struggling with income management.

This shift lays the foundation for the emergence of a new concept: the Creator Economy. In this model, individuals are not just consumers—they can become businesses, brands, and independent marketing channels. They don’t just inspire; they generate revenue, build communities, and influence purchasing decisions on an increasingly broad scale.

Creator Economy – A New Communication Model, A New Strategy

1. The Essence of the Creator Economy Model

The Creator Economy represents a new economic paradigm where individuals can generate income and influence through their content, skills, or expertise on digital platforms such as YouTube, TikTok, Instagram, Facebook, or Substack. Within this ecosystem, a person can simultaneously be a creator, a business, a content producer, and an independent personal brand.

No massive budget is needed—no professional studio required. With just a smartphone and a unique perspective, anyone can “go live” and create real value for both themselves and their communities.

2. Three Key Drivers Behind Its Rise

The rapid rise of the Creator Economy is no coincidence. It is the result of fundamental shifts in technology, consumer behavior, and brand strategy. As audiences demand greater authenticity and brands require broader media presence, this model has emerged as a timely solution for both. There are three main driving forces accelerating the growth of the Creator Economy:

➤ The development of technology: Social media platforms, AI tools, and free editing software have empowered everyone with a personal “stage.” From stay-at-home mothers to financial experts—anyone can now produce deeply personalized content.

➤ Traditional ads no longer capture users attention: After decades of exposure to banner ads and scripted TVCs, modern consumers increasingly favor genuine, relatable content delivered by “people like them.” This creates opportunities for content creators to promote products through their own voices and stories.

➤ Brands need emotional connection with customer: In an age where any business can run ads, the true differentiator lies in relationship-building—something creators excel at far better than any billboard or pop-up. The larger the creator network on social platforms, the more diverse and impactful branded content becomes—in terms of messengers, messaging approaches, and even content settings. This significantly boosts opportunities for brands to promote their products and services through creators.

Three key factors driving the growth of the Creator Economy (Cre: Novaon Digital, 2025)

3. Impact on Marketing Strategy

The rise of the Creator Economy is compelling brands to redefine their approach to consumer engagement. It is no longer about “hiring a KOL to deliver a scripted message,” but about forming strategic partnerships with creators—as content collaborators and co-creators who accompany the consumer on their brand experience journey.

The roles of creators and brands have essentially been reversed. Today, creators are no longer just “messengers”—they are trust builders. They possess deep insight into their communities, understand what their audiences need and want, and know how to communicate in a way that resonates. This level of understanding often surpasses what traditional marketing departments can capture through data and metrics alone.

Furthermore, the Creator Economy has redefined both the terminology and practice of “influencer marketing.” Whereas influencers were once synonymous with celebrities, the focus has now shifted toward nano-influencers and micro-influencers—individuals who may have smaller communities but significantly higher engagement and credibility.

This is especially true in an environment where some macro-influencers have begun to lose consumer trust due to the saturation of paid product placements on social media. Although their reach may remain broad, their ability to effectively persuade and drive purchase consideration has diminished. Compounding this issue is the high cost of booking macro-influencers, which can be prohibitive for many brands.

Overall, the Creator Economy is not only transforming how marketing is done—it is unlocking a more sustainable path for brand building. It emphasizes relationships and authenticity over massive and costly media spending.

Micro-Influencers – From Small Connections to Wide-Scale Impact

1. Who Are Micro-Influencers?

Micro-influencers are individuals who maintain a moderate following, typically between 5,000 to 50,000 followers. However, their value lies not in the size of their audience, but in their high engagement rates, authentic content, and deep community ties.

Unlike many highly commercialized macro-influencers, micro-influencers are often seen as trusted friends or niche experts in specific areas such as skincare, personal finance, early childhood education, or pet care. They don’t speak to a crowd—they speak to a close-knit audience that trusts them every day.

2. Why Are Micro-Influencers Favored by Brands?

The growing popularity of micro-influencers is driven by three distinct strategic advantages:

➤ Genuine engagement, genuine trust: With small but loyal communities, micro-influencers often generate 3 to 5 times higher engagement rates than mid-tier or top-tier influencers. Their content feels natural, relatable, and emotionally resonant.

➤ Cost – effective with outstanding results: Instead of investing their entire budget on a single celebrity, brands can diversify their strategy across multiple micro-influencers. This allows them to expand reach across segmented audiences with far greater cost flexibility.

➤ High quality personalized ideal for hyper-local and test campaigns: Micro-influencers are especially effective for targeted, niche campaigns requiring a local voice or message experimentation. They act as a “rapid-response team” that helps brands adapt strategies in real time.

The reasons why Micro Influencers favored by brands 

(Cre: Novaon Digital, 2025)

3. Case Studies

To better understand the power of micro-influencers and the Creator Economy in modern marketing strategies, we can look at several notable campaigns in the Vietnamese market, implemented in collaboration with Novaon Digital.

Case Study 1 – VPBank: “Tap to Pay, Express Your Style”

As part of its efforts to promote contactless payment services among younger users, VPBank partnered with Novaon Digital to launch the TapnPay campaign—taking a distinctive approach by activating micro-influencers in the lifestyle and personal finance spaces, along with Gen Z content creators.

The campaign focused on real-life content that illustrated “tap-to-pay” scenarios aligned with a dynamic, modern, and individualistic lifestyle. Instead of merely describing product features, influencers shared their personal experiences of using contactless payments in everyday settings such as cafés, convenience stores, and cinemas.

Although the campaign did not rely on a large number of influencers, it still achieved remarkable effectiveness—drawing widespread attention and encouraging active community participation. This success was the result of strategic and thoughtful influencer selection: rather than pursuing scale, the brand prioritized quality, partnering with trusted figures who had high engagement and real influence within their communities—such as VJ Thùy Minh, Tiêu Thố, and Trí Phan.

Case-study VPBank – “TapnPay”

(Cre: Novaon Digital, 2024)

Results After 1.5 Months of Implementation

  • Over 1 million engagements and 5 million views generated within six weeks
  • Reached 10 million impressions across social media platforms
  • Achieved 112% of the original KPI target

What’s most notable is that this was not a “celebrity-driven” campaign. It was a campaign built on authentic trust from real users—individuals who represent the next generation of consumers.

Case Study 2 – Viettel Money: “A Peaceful Tết – Sharing Love”

Tết 2022 marked the third year of the COVID-19 pandemic, a time when traditional values of family reunion and togetherness were deeply challenged. In that context, Viettel Money, a newcomer in the fintech sector, chose to forge emotional connections rather than rely on mass communication.

The campaign aimed to bring the product closer to the general public—especially urban youth who live fast-paced, tech-savvy lives, yet are often overlooked in traditional Tết marketing initiatives.

In collaboration with Novaon Digital, the campaign “A Peaceful Tết – Sharing Love” was launched using the Onfluencer solution, which leverages AI and Big Data to precisely select relevant micro-influencers such as Ăn Sập Hà Nội, Bếp Trưởng Review, and Hải Chiều Schannel.

These influencers shared real-life experiences of using the Viettel Money app—from splitting bills to making seamless payments—woven into relatable daily scenarios. The result was a modern Tết atmosphere, deeply rooted in authenticity and the spirit of sharing, resonating with the younger generation.

Case-study Viettel Money – Lucky Money Shake“Tết an lành, chia sẻ yêu thương” 

(Cre: Novaon Digital, 2022)

Results After 1.5 Months of Implementation

  • Achieved 94 million impressions, a 230% increase compared to the initial plan
  • Increased app downloads by 600% compared to pre-campaign levels
  • Boosted social media discussions by 120.6% compared to 2021.

These two case studies clearly demonstrate that in the age of “real people, real stories marketing,” micro-influencers are not just media channels—they are emotional bridges between brands and consumers. Authenticity, closeness, and personalization are the driving forces behind an impact that far exceeds traditional media budgets.

4. Strategic Recommendations for Brands Looking to Develop Creator Economy and Micro-Influencer Ecosystems

As the Creator Economy continues to expand, brands must move beyond simply “collaborating with influencers” toward building a long-term, strategically aligned engagement model. Developing a high-performing micro-influencer ecosystem requires a reimagined brand experience mindset—integrating strategic thinking, creative agility, and technological enablement.

Recommendation 1: Combine Creator Content with Paid Media – Real Content, Wide Reach

One proven formula used by many leading brands is to utilize creator-generated content as the core creative asset, then amplify its reach through paid digital media. This approach captures the best of both worlds: the authenticity and relatability of creator content, paired with the distribution power of digital advertising.

Example: A short TikTok video by a micro-influencer sharing a personal finance tip can be tagged by the brand and boosted through ads to reach millions—while still preserving its organic, authentic feel in the eyes of viewers.

Recommendation 2: Apply the S–C–T Model (Strategy – Creative – Technology) to Enhance Brand Experience

Among the current approaches for developing Creator Economy strategies, Novaon’s S–C–T model stands out as an effective framework for designing and deploying comprehensive influencer marketing programs. This model is especially relevant for brands seeking to operationalize their creator ecosystem vision.

The S–C–T model offers a holistic and agile framework for brand strategy execution. It enables brands not just to approach influencers as media assets, but as long-term strategic partners, thereby laying the groundwork for a more resilient and differentiated brand presence in the Creator Economy era.

Recommendation 3: Build End-to-End Brand Experience

In today’s fragmented media landscape, creators are not just message carriers—they are storytellers who guide the entire brand journey. Therefore, influencer marketing strategies must be tightly integrated into the brand experience—from awareness to conversion.

Ensuring consistency across all touchpoints allows brands not only to attract attention but also to maintain lasting emotional connections with customers throughout their journey.

Recommendation 4: Opt for Comprehensive, Expert-led Solutions

In an age of multi-channel communication and increasing consumer demand for personalization, choosing an end-to-end influencer marketing solution enables brands to ensure message consistency, cost efficiency, and maximum effectiveness across each touchpoint.

Instead of fragmented bookings or inconsistent in-house execution, brands can maintain full control over the process—from influencer selection, content production, and distribution to performance measurement—via a seamless, streamlined journey that boosts brand visibility and conversion.

Novaon Digital, through its Onfluencer solution, offers a robust platform with standout features for brand building. With AI-powered data analytics, Onfluencer generates an Influencer Index score (out of 100, equivalent to 5 stars) to help brands accurately assess each KOL’s impact and select the right partner aligned with campaign goals and budgets.

Additionally, Onfluencer currently manages relationships with:
➤ 100+ KOLs
➤ 200 Micro-influencers
➤ 100 Nano-influencers
➤ 200+ major communities and fanpages in Vietnam

The service includes two flexible options for clients:
➤ Influencer Booking: Finding, proposing, and managing influencer collaborations aligned with brand objectives
➤ Influencer Marketing Strategy: Transforming influencers into long-term brand partners, co-creating content and delivering sustainable brand narratives

With strategic consulting capabilities, advanced technology, and a team of seasoned marketing professionals, Novaon Digital is not just a service provider—but a strategic partner helping brands build impactful, differentiated, and sustainable communications ecosystems in the digital age.

Conclusion

The Creator Economy and micro-influencers are no longer passing trends. They are the inevitable result of changes in consumer behavior, technological thinking, and the evolving nature of modern communication.

In a world where trust is scarce, authentic connection has become the new currency of marketing. Brands that recognize that capturing media share is no longer as important as capturing a place in the consumer’s heart will be the ones that thrive sustainably.

The game is no longer about having the biggest budget—it’s about the ability to listen, engage, and build two-way relationships with communities through a new kind of guide: the creator and the micro-influencer.

Explore more case studies from Novaon Digital here.

Source: Brandsvietnam

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Decoding Brandformance: Key Success Factors in the Automotive Industry

Written by admin on . Posted in Creative, Our Thinking, Strategy.

The automotive market is entering a phase of intense competition, where brands are not only required to build strong awareness but also to convert it into actual sales. Brandformance – the integration of branding and performance – has emerged as a strategic fit for the industry’s unique characteristics. Novaon Digital has applied this approach successfully, delivering tangible results for various automotive brands. This article analyzes three standout case studies that demonstrate how brandformance can elevate brand positioning while driving sales performance.

Vietnam’s Automotive Market: When Branding Must Go Hand-in-Hand with Business Outcomes

Vietnam’s automotive market where brands must go hand in hand with performance to stay resilient

In 2024, Vietnam’s automotive market witnessed a strong rebound after a period of downturn, with total vehicle sales reaching approximately 340,142 units – a 12.6% increase compared to the previous year. This growth reflects the rising demand for car ownership among Vietnamese consumers, especially in the passenger car and commercial vehicle segments.

However, competition has intensified with new players entering the market and existing brands constantly expanding their portfolios and advancing their technologies. Consumers now enjoy more choices than ever – from conventional models to electric and hybrid vehicles – catering to diverse preferences and needs.

The car buying journey in Vietnam has also become more complex, characterized by a prolonged decision-making process and multiple touchpoints before purchase. Surveys show that 78% of Vietnamese consumers prioritize buying new vehicles, with over 60% opting for 4–5-seater cars, highlighting a practical mindset focused on usability.

In this context, relying solely on brand-building or focusing purely on performance metrics is no longer sufficient to attract and retain customers. As a result, a fully integrated strategy combining creativity, technology, and business thinking – brandformance – has become an inevitable trend to meet the increasingly high and varied expectations of modern car buyers.

Brandformance – A Strategic Imperative for Engaging the Modern Car Buyer

In an industry with long, complex buying journeys like automotive, building brand awareness and driving conversions can no longer be treated as separate goals. Consumers don’t purchase cars after a single click or a fleeting ad impression. They take time to research, compare, and build trust before making a decision involving hundreds of millions of VND.

This is exactly where brandformance – the combination of branding and performance – comes in. It’s an integrated approach ensuring that every user touchpoint contributes not only to brand equity but also to driving specific actions across the purchase journey, from awareness to consideration to conversion.

Brandformance connects brand-building efforts to measurable business results while ensuring seamless coordination across the three pillars of marketing: strategy, creativity, and technology. From tailoring messaging for each stage of the buyer journey, designing emotionally resonant yet action-driven content, to leveraging technology for real-time measurement, data analysis, and budget optimization – each element plays a vital role.

To understand the practical value of brandformance in the automotive industry, we can identify key benefits that help brands optimize campaigns and achieve outstanding outcomes:

  • Boost brand awareness and conversion simultaneously, ensuring presence both in customers’ minds and their purchasing decisions.
  • Shorten decision cycles by delivering relevant content at the right moment.
  • Maximize media budget efficiency by tracking and optimizing each touchpoint based on real-time data.
  • Create long-term competitive advantages by building sustained customer relationships instead of chasing short-term wins.

Case Study 1: Skoda – “Curiosity makes us smarter”

Brand Challenge
As a newcomer to Vietnam’s automotive market, Skoda faced a major challenge in launching its key SUV models – Karoq and Kodiaq – in a competitive environment where consumers were already familiar with established names.

Novaon Digital’s Solution
Novaon implemented a holistic brand experience strategy, integrating Strategy – Creative – Technology:

  • Designed communication strategy tailored to each launch phase.
  • Activated engagement through events (offline, livestreams, virtual showrooms).
  • Deployed Digital Performance and Social Media campaigns.
  • Applied technologies like AI Chatbots, CRM, and ONCUSTOMER for lead management and customer care.

Brand Experience Strategy
Novaon Digital helped Skoda not only enhance brand visibility but also deliver a complete, technology-powered brand experience – optimizing every customer touchpoint from awareness to conversion.

Skoda – “Curiosity makes us smarter”

Case Study 2: Peugeot – “When the White Lion Adapted to Thrive”

Brand Challenge
At the end of 2021, as Vietnam’s auto industry began recovering from the impact of COVID-19, Peugeot saw a golden opportunity to accelerate. The challenge: how to maintain growth and expand SUV market share within a compressed one-month launch window.

Novaon Digital’s Solution
Novaon deployed a fully integrated brand experience strategy combining Strategy – Creative – Technology:

  • Applied AI to optimize ad delivery by audience segments.
  • Upgraded Sales–CRM systems to analyze consumer behavior and improve lead nurturing and conversions.
  • Executed a tech-driven brand experience strategy that created emotional and functional connections between customers and the product.

Brand Experience Strategy
This approach enabled Peugeot to identify and engage high-potential prospects using advanced technology, turning market constraints into opportunities to grow and solidify market share in Vietnam.

Peugeot – “When the White Lion Adapted to Thrive”

Case Study 3: Toyota – TikTok Playbook Implementation

Brand Challenge
Toyota aimed to increase brand visibility on TikTok – a platform rich in entertainment, short-form content, and a predominantly young audience. The challenge was how to engage the right target audience with content aligned to user behavior and preferences.

Novaon Digital’s Solution

  • Developed a long-term TikTok strategy with clear content direction.
  • Produced trend-based content such as car reviews, mini-games, and storytelling formats.
  • Enhanced performance marketing to optimize reach and capture potential leads.
  • Advised on brand visuals for consistency across all touchpoints.
  • Collaborated with KOLs and KOCs through Hashtag Challenges and mini-games.

Brand Experience Strategy
Novaon Digital combined storytelling, TikTok trends, and real-life experiences to turn TikTok into more than just a promotional platform – transforming it into a dynamic content hub, powered by creative effects and technology to deliver diverse and engaging brand experiences.

Toyota – TikTok Playbook Implementation

Conclusion

In a fast-changing automotive landscape and increasingly complex consumer journey, brandformance is becoming an essential strategy that enables brands to build strong identities while achieving real business outcomes. With end-to-end capabilities from strategy to execution, Novaon Digital has partnered with Skoda, Peugeot, and Toyota to deliver impactful brandformance campaigns – demonstrating the power of combining creativity, technology, and data to drive meaningful growth.

Novaon Digital is proud to be a trusted expert in delivering brandformance solutions for automotive brands, helping them pursue sustainable brand building alongside measurable revenue growth. Through the insights and case studies in this article, automotive marketers can craft agile marketing strategies that make the most of creative, technological, and data resources to sharpen their competitive edge.

Explore more case studies from Novaon Digital here.

Harnessing the Power of Influencer Marketing in Banking and Finance Communications

Written by admin on . Posted in Creative, Our Thinking, Strategy.

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Novaon Digital proudly presents the comprehensive guide “Applying Influencer Marketing with Social Media in the Banking & Finance Sector,” curated by our team of marketing experts. Spanning over 40 pages, the document offers in-depth insights into how Influencer Marketing is reshaping customer engagement strategies in the financial industry. With trend analysis, market data, and real-life case studies, this is an essential resource for businesses looking to unlock the full potential of influencer-led campaigns to gain a competitive edge and drive sustainable growth.

Market Shifts and the Rise of Influencers on Social Media

Influencer Marketing is experiencing rapid growth, becoming an indispensable part of modern marketing strategies. As consumer behavior evolves and social platforms become the epicenter of communication, leveraging the reach of influential individuals has proven highly effective in building brand equity. This document provides businesses with a comprehensive view of the rise of Influencer Marketing and how it can be strategically applied in Banking and Finance.

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Market dynamics and the growth of Influencer

The section “Market Dynamics and Influencer Growth on Social Media” delves into the explosive expansion of the Influencer Marketing landscape and the growing dominance of social platforms in digital advertising. With increased investment in influencer-driven campaigns and the rise of AI-powered tools, brands now have more precise ways to optimize campaign performance and target audiences. Far from being a passing trend, Influencer Marketing has emerged as a strategic tool to boost brand visibility, foster consumer trust, and influence financial decision-making.

The document also explores the shift in media budgets, as social media overtakes traditional channels to become the world’s largest advertising platform. How can businesses navigate the unique mechanics, challenges, and opportunities of each platform? What makes Instagram, TikTok, Facebook, and YouTube distinct, and which platform is best aligned with financial services marketing goals? These questions are unpacked in the first part of the document, equipping businesses with the clarity to make informed communication decisions.

Strategic Influencer Marketing for Banking and Finance

Influencer Marketing is more than a trend—it is a strategic lever that enables financial brands to build trust and drive customer action. In a sector where transparency is paramount, partnerships with credible influencers can significantly enhance brand reputation, increase access to potential clients, and foster long-term relationships. The guide also highlights the critical role of influencers in financial education, empowering audiences with valuable information for smarter financial decisions.

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Influencer markerting strategy in financial & banking communications

However, success in Influencer Marketing requires more than selecting the right influencer. Clearly defined campaign objectives, along with a balance between short-term business goals and long-term brand value, are vital for maximizing campaign outcomes.

Each social platform brings unique strengths—Instagram and TikTok are ideal for reaching younger audiences with creative content, while Facebook and YouTube support deeper, more educational engagement. Given the opportunities and challenges, how should businesses select the right platform to amplify results? This document offers detailed comparisons and strategic guidance to help brands choose wisely.

The section “Strategic Influencer Marketing in Communications” further explores critical elements such as campaign scale, frequency, and influencer selection criteria. How can the impact of a financial influencer be assessed? What metrics truly matter when measuring campaign effectiveness? What are the top influencer strategies to stay ahead in 2025? All of these are addressed in the guide, offering practical strategic recommendations for impactful influencer campaigns.

How Financial Brands Are Leveraging Influencer Marketing on Social Media

In Banking and Finance, Influencer Marketing goes beyond partnering with well-known KOLs—it encompasses a range of creative formats for effective customer engagement. From expert-led financial talks and interactive livestream events to collaborations with Micro & Nano Influencers and sponsorships of entertainment programs, each format serves a specific role in building brand affinity and encouraging audience interaction.

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Approaches for the banking & finance industry

The guide showcases how leading financial brands have successfully implemented Influencer Marketing. For instance, Techcombank collaborated with Shark Hưng in a “1-on-1 Coaching” event to provide tailored financial solutions for businesses. Meanwhile, BIDV made headlines with its interactive livestream campaign “Số đẹp cất lời” featuring Khánh Vy and 1977 Vlog, where AI-powered tools helped customers choose auspicious account numbers.

Brands are also innovating through concert sponsorships and ticketing campaigns to connect with younger demographics or using Employee Advocacy strategies to transform staff into trusted brand ambassadors. These tactics not only boost brand visibility but also deepen consumer trust.

Tailored Onfluencer Solutions by Marketing Experts

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Onfluencer solutions from Marketing & Media experts

To help financial institutions fully harness the power of Influencer Marketing, Novaon Digital introduces a suite of tailored solutions within this guide. Two key service packages address distinct marketing needs: KOL Review Booking and Employee Advocacy.

The KOL Review Booking package focuses on optimizing collaborations between brands and KOLs via product or service reviews, thereby increasing brand recognition and credibility across social platforms. Employee Advocacy, on the other hand, enables organizations to empower internal teams as brand ambassadors—enhancing trust and engagement with both existing and potential customers.

Beyond simply introducing these solutions, the guide includes detailed implementation processes and practical recommendations to support effective execution. This makes it a valuable reference for financial brands looking to enhance their media performance and build lasting customer trust.

Conclusion

Compiled by Novaon Digital, “Applying Influencer Marketing with Social Media in the Banking & Finance Sector” provides deep insights into the strategic use and diverse formats of Influencer Marketing in Finance. From leveraging high-impact KOLs to fostering trust through Employee Advocacy, the guide offers actionable solutions that empower businesses to integrate influencer strategies into their communication plans effectively.

Novaon Digital is proud to be a pioneer in delivering comprehensive brand experience solutions, helping businesses optimize brand strategy and drive measurable communication success. Download the full document today and join us in unlocking the potential of Influencer Marketing to stay ahead of digital communication trends in the financial industry.

Register to view and download the full guide here.

Source: Brandsvietnam

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BrandCommerce in cross-border business: A shifting trend from E-Commerce to brand building

Written by admin on . Posted in Creative, Our Thinking, Strategy.

Brand Experience (BX) Expert is a special column initiated by Novaon Digital in collaboration with experts from various brands, aiming to deliver in-depth and practical analyses of brand-building and brand-strengthening strategies. Each article explores key experiences, lessons, and trends to help businesses adapt and create sustainable value.

* Hello Emily and Jennie. To better understand your career journeys in the e-commerce and cross-border business sectors, could you share a bit about your backgrounds?

Ms. Emily: 

I’ve always had a passion for international business. My first job was in the supply chain field, as a Management Trainee at a company with a presence in over 200 countries. That experience helped me gain a deeper understanding of how global trade operates and further fueled my passion for this field.

After a few years working in supply chain and B2B business, I transitioned to Amazon, where I had the opportunity to engage with cross-border e-commerce from a holistic perspective. Over six years there helped me gain deep insights into how businesses scale globally and optimize their operations on marketplaces.

At WorldFirst, I’ve continued completing the cross-border e-commerce picture from a financial and payment solutions standpoint.

Throughout my journey, not only have I shifted industries, but I’ve also worked with companies from various cultures—Swiss, German, American, and Chinese—giving me a more multidimensional view of how global commerce functions.

Ms. Jennie:

I had a memorable time working at Tiki Global, focusing on developing the platform’s international sales arm. In 2018–2019, when the wave of international sellers began entering Vietnam, I was in charge of business development—sourcing and partnering with quality sellers from China to diversify Tiki’s product offerings.

After that, I spent over four years at Amazon Global Selling Vietnam, supporting Vietnamese brands and manufacturers in expanding to international markets and advising on revenue growth through cross-border sales.

Currently, at WorldFirst, my team and I are focused on providing cross-border payment solutions to help Vietnamese businesses optimize cash flow while operating in global markets.

*  Based on your observations, how are Vietnamese businesses expanding internationally?

Ms. Emily: There are certain questions that most Vietnamese e-commerce businesses start asking themselves once they reach a certain threshold:
“Why is my revenue no longer growing as fast?”
“How can I scale without being confined to a small market?”

And when they look beyond Vietnam, they realize that cross-border e-commerce is no longer a choice—but an inevitable path to achieve sustainable growth.

Emily’s comments on the role of cross-border e-commerce today

Cre: Novaon Digital

Competition in the domestic market is becoming increasingly intense. Vietnam is one of the fastest-growing e-commerce markets in Southeast Asia, but this also means the number of sellers is rising rapidly, products are easily copied, and profit margins are gradually eroded over time.

In addition, the global supply chain is undergoing rapid changes. In the past, exporting goods was often constrained by multiple layers of intermediaries. But today, factories and suppliers are increasingly open to working directly with e-commerce businesses, enabling them to access better product sources and optimize costs.
At the same time, sellers also need to take a more proactive approach in developing suitable supply chain strategies, avoiding dependency on a single source to reduce risks in the face of unexpected market fluctuations.

It’s not only Vietnamese businesses—sellers from China, Thailand, and India are also taking advantage of e-commerce to expand globally. As geographical barriers are gradually removed, the market is no longer confined by national borders—any business can reach global customers, as long as it has a well-thought-out strategy.

Ms. Jennie:
One crucial factor businesses need to consider is market size. Although Vietnam has a population of nearly 100 million, compared to giant markets like the U.S. and Europe—both in terms of population and purchasing power—there remains a significant gap.
When expanding into larger markets, businesses not only gain access to a broader customer base but also have the opportunity to increase product value. There are products in Vietnam that only sell for a few hundred thousand VND, but when brought to the U.S. or Europe, they can be priced much higher because customers there are willing to pay for quality and unique design.

And most importantly, expanding into international markets is not just about increasing revenue—it also creates the opportunity to build a globally recognized brand.
When Vietnamese businesses begin thinking beyond the domestic scope, they’ll realize that the world is much larger—and so are the opportunities.

* In the context of 2025, what cross-border e-commerce trends would you recommend to business owners?

Ms. Emily:
 When it comes to cross-border e-commerce, most people immediately think about how to sell as many products as possible. But at some point, sellers will come to realize that high sales volume doesn’t necessarily equate to sustainable growth.

I’ve met many sellers in Vietnam who achieved great sales in the early stages, but after a short time, a wave of competitors started importing the exact same product and offering it at prices 20–30% lower.
Without a brand, without clear differentiation, customers simply go for the cheaper option.
And at that point, no matter how efficient your sales system is, the business still gets caught in a race to the bottom—with no clear way out.

One of the reasons why businesses choose BrandCommerce.

Cre: Novaon Digital

That’s why many sellers are gradually shifting their focus from purely driving sales to building a brand.
They want customers to remember them not just for price, but for the distinctiveness of their products, the quality they offer, and the overall experience.
When you have a strong brand, customers won’t just buy once—they’ll come back.
They’re willing to pay a higher price because they trust in the quality and the story your brand represents.

Ms. Jennie:
 This trend is also tied to how businesses approach sales channels.
In the past, many sellers relied entirely on major platforms like TikTok Shop, Walmart, or Wayfair—where customer traffic and support systems were readily available.
But as sellers become more serious about developing their businesses, they no longer want to be dependent on platforms they don’t own.

Competition in cross-border e-commerce is increasingly fierce, not just in terms of price but also in how quickly products get copied.
A product might sell well today, but just a few weeks later, the market could be flooded with similar versions at lower prices.
Without a strong brand, a business is easily replaced—and pulled into a price war.

The current shift among e-commerce businesses

Cre: Novaon Digital

More and more businesses are choosing to build their own websites, expand into omnichannel sales, invest in marketing, and craft a distinct brand identity.
This gives them greater control over customer engagement, access to valuable data, and the ability to optimize long-term business strategies.
Once a brand is established, companies no longer have to compete purely on price—they can build loyal customer communities, thereby increasing business value and optimizing profit margins.

* When going cross-border, businesses face many challenges in receiving payments, managing cash flow, and optimizing operational costs. Can you share how they can tackle these issues?

Ms. Emily:
 There are several key areas businesses must consider when expanding into cross-border e-commerce—especially supply chain, payment management, and cash flow.
These are complex challenges, but with the right strategy, businesses can significantly optimize performance and reduce risk.

First is the Supply chain optimization and risk mitigation

When building a supply chain, businesses must consider multiple factors:
What’s the most efficient source of raw materials? Which regions specialize in these materials? And how can the sourcing process be integrated into production most effectively?

These decisions impact not just cost, but also product quality and stability.
Another critical question is: Should you produce in-house or outsource?
In-house gives you more control but requires significant investment.
Outsourcing to external factories allows you to streamline processes, but exposes you to geopolitical risks, trade wars, or unexpected disruptions like the COVID-19 pandemic.
For example, if your primary supply source is from one country—like China—any sudden disruption there could halt your entire supply chain.
That’s why businesses need to have diversified supply plans and ensure backup solutions are in place.

Businesses are at risk of facing unexpected events such as the COVID-19 pandemic.

Cre: Novaon Digital

Second is the managing multi-currency payments and cash flow

When selling in global markets like the U.S. or Europe, businesses receive payments in various currencies—USD, EUR, GBP, etc.
This raises several important questions:

  • How can you collect payments from multiple platforms without losing value in currency conversions?
  • How do you pay international suppliers while managing exchange rate fluctuations?
  • Which banks or payment wallets offer the most competitive fees?

A business might receive payment today, but if the supplier’s payment terms are 60 days later, the exchange rate could shift significantly during that time.
Without proper financial planning, these shifts could impact actual revenue and cause businesses to lose control over financial forecasting.

A solution I’d recommend is the One World Account provided by WorldFirst, which helps businesses collect payments from multiple platforms and manage multi-currency operations flexibly.
With over 20 years of experience, WorldFirst offers a global partner ecosystem—especially in China, which holds the largest share of cross-border e-commerce.
We not only support cash flow management but also assist businesses in optimizing supply chains, sourcing products, and diversifying production.

* Regarding BrandCommerce, could you share a real story or case study of a Vietnamese brand that succeeded in brand-building and international expansion?

Ms. Emily:
 One story that really stuck with me is about a Vietnamese seller who started with just a small store but successfully expanded to multiple international markets by seizing the right cross-border e-commerce opportunity.

Initially, this was just someone who loved board games and hand-crafted wooden sets with creative designs.
Their products were quite popular with international tourists visiting Vietnam, but the business remained confined to a small store.

One day, a group of American tourists visited the shop. They loved the products and asked “Why aren’t you selling this on Amazon? We can’t find anything like this in the U.S.!”  That question got the founder thinking: If Americans like it, could other markets also be interested?

They decided to test the waters on Amazon, starting with a small batch.
Gradually, sales grew, and international customers embraced the product.
Now, from what was once just a small shop in Vietnam, this brand is available across major global e-commerce platforms, reaching markets in the U.S., Europe, Australia, and Japan.

Some details are confidential, but what I took away from this story is:

  • Opportunities often come from customer feedback.
  • You don’t need to start big—just have a good product and find the right market.
  • Cross-border e-commerce opens unexpected doors, and what matters most is having the courage to try and continuously improve.

Ms. Jennie:
 I’m particularly impressed by a successful Vietnamese home appliance brand that expanded into the U.S. market: SUNHOUSE.
It’s a well-known name in Vietnam’s home appliance industry and has leveraged cross-border e-commerce to launch on Amazon and reach global customers.

What’s interesting is—they didn’t just list their existing products for international sale.
They thoroughly researched market demand.

When entering the U.S. market, the SUNHOUSE team observed that German and Japanese brands dominated the high-end appliance category on Amazon, while standard cookware like pots and pans was already saturated.

So they asked: What niche should we enter, and how do we position ourselves?
 Rather than following the traditional route, they collaborated closely with the platform to identify low-competition yet high-potential niches.

Thanks to their strengths in mass production, product R&D, and competitive pricing, their main challenge was brand-building—especially on Amazon:

  • How should they design their landing page to attract and retain customers?
  • How do they convey their brand story effectively?

They then enhanced product descriptions, upgraded their packaging design, and implemented a more professional marketing strategy.
As a result, many of SUNHOUSE’s launches became best-sellers on Amazon U.S., generating significant revenue and affirming the power of a Vietnamese brand on the global stage.

SUNHOUSE successfully used cross-border e-commerce to bring Vietnamese products to international markets.
 Source: Upbase, 2024

* If a cross-border business wants to start building its brand, Ms. Emily, with your experience, what advice would you give them?

Ms. Emily:
 I believe the first and most important thing is to define your brand identity.
When you enter the global market, you’re not just a seller—you’re competing with thousands of brands worldwide.
If your product lacks uniqueness and a clear story, it will easily be overlooked or replaced.

Second, make sure your brand experience is consistent from start to finish.
A strong brand isn’t just about a logo or attractive packaging. It includes product quality, customer communication, and after-sales service.
Whether you sell on Amazon or Shopify, customer reviews are critical—one bad experience can damage your entire brand.

Finally, truly understand your customers and build an emotional connection with them.
Today’s consumers don’t just buy for good prices—they buy because they trust your brand, because they feel it fits their lifestyle.
Once you understand this and shape your brand accordingly, you’ll gain a significant competitive edge.

* When going cross-border, businesses face many challenges in receiving payments, managing cash flow, and optimizing operational costs. Can you share how they can tackle these issues?

 Thank you both for this insightful and valuable conversation!

*Source: Brandsvietnam




Gen Alpha and Gen Z: The generations reshaping communication strategies in the financial and banking sector

Written by admin on . Posted in Creative, Our Thinking, Strategy.

Brand Experience (BX) Expert is a feature series initiated by Novaon Digital in collaboration with industry experts to provide in-depth, practical analysis on brand-building strategies. Each article uncovers key trends, insights, and lessons to help businesses adapt and create lasting value.

Q: Hello Ms. Vy. From your perspective, what are the defining psychological and financial behaviors of Gen Alpha and Gen Z in the 2025+ landscape? How do they differ from Millennials in terms of engaging with financial products and brands?

Gen Alpha and Gen Z exhibit distinctive patterns in how they approach financial matters – sharply diverging from their Millennial predecessors. This is precisely why, in the coming years, I anticipate a fundamental shift in how banks communicate and deliver their services.

Several key trends are emerging among these two generations:

Firstly, Gen Alpha has grown up in a world where waiting is virtually obsolete. Raised in an environment powered by AI-generated instant content and on-demand services—spanning education to finance – they expect immediacy. Banks can no longer expect them to queue or wait days for approval; services must be instant.

Gen Alpha’s financial behavior

This generation gravitates toward engaging, interactive, and trend-driven experiences. Many financial platforms are responding by incorporating gamification elements and deploying AI as virtual advisors – turning financial transactions into game-like, enjoyable experiences that are both efficient and fun.

Gen Z’s financial behavior

Gen Z, on the other hand, demonstrates financial literacy and investment awareness much earlier than Millennials. They understand the value of money, yet they reject long-term commitments to financial institutions. Unlike older generations who remain loyal to banks out of habit, Gen Z chooses platforms that are flexible, convenient, and aligned with their lifestyle. This explains the rapid rise of fintech, e-wallets, and digital banking.

While Millennials may see banks as vehicles for saving and wealth-building, Gen Alpha and Gen Z view finance as a tool for enhancing life experiences. They are impatient with bureaucratic procedures and less loyal to any one brand. What they seek are brands that truly meet their personal needs – and they’re not hesitant to switch if those needs evolve.

Q: In 2025, the banking sector is undergoing a major digital transformation with AI, hyper-personalization, and decentralized finance (DeFi). How are these technologies changing the way Gen Alpha and Gen Z interact with financial services?

By 2025, we’re witnessing more than a digital transformation – it’s a redefinition of how financial services operate. I’ve observed three key technological forces reshaping the industry, and banks must take heed to avoid being left behind.

First, AI has evolved beyond a support tool into a true “personal financial assistant.” Where AI once powered chatbots and data analytics, by 2025, it is expected to learn individual spending habits, predict financial needs, and proactively offer solutions—sometimes before users even realize they need them. This has sparked a tech race, pressing banks to either lead in AI innovation or invest heavily to stay competitive.

Simultaneously, Web3 and DeFi are reshaping young generations’ perceptions of the financial system. Gen Z is already leaning toward more flexible alternatives beyond traditional banks, while Gen Alpha is growing up in a world where blockchain, stablecoins, and peer-to-peer financial models are increasingly normalized and accessible. They no longer rely solely on banks for loans or investments—they’re engaging directly on decentralized platforms.

Another crucial trend is the rise of financial super apps. Today’s youth don’t want multiple apps for money management—they want a single, all-in-one platform for payments, investments, insurance, and passive income.

Technology’s Development has impact on Gen Z and Gen Alpha financial behavior

I believe that from 2025 onward, finance is no longer the exclusive domain of banks. Without adapting, banks risk losing Gen Alpha and Gen Z to faster, more flexible, and more personalized financial alternatives. This isn’t just a tech upgrade—it’s a systemic transformation in how banks operate, communicate, and create real value for the next generation.

Q: What are the biggest challenges banks face in building strong connections with these younger generations? Could you share some key reasons behind these difficulties?

There are three main challenges that I see banks grappling with when engaging Gen Alpha and Gen Z.

First is the shift in how trust and brand experience are built. In the past, legacy reputation alone was enough. Now, trust stems from real experiences. These generations engage with brands digitally, via community content and social media—not through corporate declarations. Security and reliability remain vital, but they must be communicated in a language and medium these generations relate to. The way forward is for banks to listen more, experiment boldly, and stay culturally relevant.

Brand Experience is key element for Gen Z and Gen Alpha

Second is the challenge of innovation speed. Banks, burdened by complex systems and regulatory compliance, struggle to match the agility of fintechs. Meanwhile, Gen Alpha and Gen Z expect seamless, rapid experiences and will swiftly switch to more efficient services if faced with delays.

Lastly, personalization is no longer optional – it’s expected. These generations reject being lumped into generalized customer segments. They want services tailored to their behavior, preferences, and financial goals. Achieving large-scale personalization demands robust data capabilities, powerful AI, and a flexible mindset in product development—something many traditional banks are still building toward.

Q: Many international banks are adopting creative communication models like “Banking as a Lifestyle” to appeal to younger generations. Could you share a successful case study from Vietnam or abroad?

“Banking as a Lifestyle” is more than a communication model – it’s a business and customer experience strategy. This approach repositions banks from traditional service providers to lifestyle platforms embedded into daily living. Rather than just storing money or facilitating transactions, banks become ecosystems that connect essential needs—shopping, travel, entertainment, investing, and financial wellness.

Technology is the linchpin, enabling personalized, fast, and convenient experiences that resonate with Gen Z and Gen Alpha – who value connectivity and attractive incentives. This shift transforms not just communication but the entire structure of financial products, services, and partnerships.

One standout example in Vietnam is Cake by VPBank. This digital bank – born from a partnership between VPBank and Be Group – offers more than just financial services. Fully integrated into the Be app, users can open accounts, make payments, and access lifestyle perks without leaving the ecosystem. Lifetime free transactions further encourage young customers to adopt and stay engaged.

A success case study in “Banking as a Lifestyle”

Cake’s branding is equally disruptive – its name, logo, and vibrant pink color scheme set it apart in a market dominated by blue and red tones. The name “Cake” conveys simplicity and ease – finance made “as easy as eating cake.” This clever positioning makes banking feel accessible and fun for younger users.

Ultimately, “Banking as a Lifestyle” is not just a communications campaign. It’s a strategic direction requiring banks to redesign products, apply new technologies, and cultivate partner ecosystems to deliver meaningful value.

Q: If you had to offer just three key pieces of advice to banks aiming to optimize their communication strategy for Gen Alpha and Gen Z in 2025, what would they be?

In my view, brand experience is the decisive factor when it comes to connecting with Gen Alpha and Gen Z. These generations evaluate banks not just on products, but on how brands appear and interact with them. If the experience isn’t seamless or doesn’t match their digital behavior, they’ll quickly move on.

Momo’s Brand Experience strategy and youth engagement

To succeed, banks must embed themselves into the ecosystems these generations already use. Gen Z doesn’t want to download another app. Gen Alpha is even less invested in “choosing” a bank. Financial services must be integrated into their existing platforms—from social media to e-commerce.

Personalization is another cornerstone. It’s more than inserting a name into an email—it’s about delivering the right content, at the right time, in the right context. If the message doesn’t match their actual needs, the brand experience will feel distant and irrelevant.

Finally, banks must go beyond product-centric messaging and focus on value creation. Gen Z and Gen Alpha want brands that empower them to manage finances better or contribute meaningfully to their communities. If a brand lacks emotional or social resonance, it will struggle to retain these customers.

Q: Looking ahead, what is your forecast for the future of financial and banking communications over the next five years, as Gen Alpha and Gen Z become the dominant customer segments?

In the next five years, brand communication in the financial and banking sector must undergo a profound redefinition to align with how Gen Alpha and Gen Z perceive value. These generations aren’t just looking for strong financial products – they want immersive brand experiences, personalized interactions, and evidence of a brand’s social impact.

Some typical campaigns to reach young people through brand experience, personalization and social role of banks

From my perspective, banking brands can no longer rely solely on stability and legacy reputation. Today, what defines a strong brand is its ability to deliver intuitive, accessible, and meaningful financial experiences tailored to each individual.

This transformation isn’t a passing trend – it’s a structural shift. Banks that embrace real-world experience design and adapt their brand strategies accordingly will be well-positioned to win the hearts and wallets of tomorrow’s customers.

Thank you, Ms. Vy, for this insightful discussion!

Source: Brandsvietnam

Gamification marketing: Enhancing Brand Experience in the Financial & Banking Sector

Written by admin on . Posted in Our Thinking, Strategy, Technology.

When technology evolves and user behavior shifts, banks and financial institutions can no longer stop at simply offering products and services. They must also create rich, engaging interactive experiences to attract and retain customers. Gamification, with its ability to incorporate game elements into marketing activities, has been opening up a new path for the financial and banking sector in building customer loyalty and enhancing brand value.

Gamification Marketing: The Key to Elevating Customer Experience

Amidst a wave of digital transformation, the financial and banking industry is undergoing significant changes to meet increasingly high customer expectations. The emergence of fintech companies and digital banks has intensified competition, forcing traditional financial institutions to innovate in order to attract and retain customers. One standout strategy being implemented is gamification marketing—the integration of game elements into marketing activities to boost user engagement and experience.

According to a report by Mordor Intelligence, the global gamification market is expected to reach USD 15.43 billion in 2024 and grow at a CAGR of 25.85% to reach USD 48.72 billion by 2029. The widespread adoption of smartphones and mobile devices has fueled the expansion of this sector. As users shift from desktop to mobile and internet-connected devices, banks are presented with a favorable environment to tap into, enhancing customer access and conversion. In recent years, in response to market demand and evolving consumer behavior, many businesses—both domestic and international—have incorporated gamification into their customer engagement strategies. This trend reflects the effort of banks to deliver an appealing digital experience aligned with the expectations of younger generations such as Gen Z and Gen Alpha.

Customer behavior in the financial and banking sector is also undergoing a notable shift. Today’s customers not only seek quality financial products and services but also desire engaging, personalized, and interactive user experiences. They are easily drawn to meaningful stories told in simple, fun, and entertaining ways. The application of gamification makes complex financial products or services more accessible, user-friendly, and naturally embedded in the customer’s mind.

These changes highlight the vast potential of gamification in enhancing brand experience for customers and creating a competitive edge for banks. By applying gamification, financial institutions can better meet customer needs and expectations, while fostering stronger engagement and loyalty to their brand.

Why is Gamification becoming a trend in Bank-Finance marketing?

According to data from Mordor Intelligence, the global gamification market reached USD 58.71 billion in 2022. The exponential growth of smartphones and mobile devices has fueled the expansion of this market. Today, gamification is no longer merely a form of entertainment—it plays a vital role in boosting engagement, enhancing user experience, and building customer loyalty. This is especially relevant in the financial and banking sector, where products and services are often complex and lack appeal for the general public. Gamification introduces a more intuitive and engaging approach.

  • Enhancing engagement: Games, challenges, and reward systems encourage customers to actively explore and use financial services. When users participate in gamified activities, they not only access information more easily but also feel a stronger connection to the brand.
  • Improving user experience: Instead of dry financial procedures, gamification turns tasks such as account opening, conducting transactions, or learning personal finance management into enjoyable and highly motivating activities. This not only helps customers access banking services more easily but also reduces psychological barriers to using financial products.
  • Building customer loyalty: Through ranking programs, reward points, and exclusive offers, customers are motivated to maintain long-term relationships with banks. Loyal customers are not only more valuable in terms of revenue but also serve as organic promoters when they recommend services to friends and family.

Additionally, banks can gather valuable behavioral data through gamification. By observing how users engage with games, challenges, and reward systems, banks can gain deeper insights into consumer habits, thereby optimizing marketing strategies and developing more relevant products.

Forms and Applications of Gamification Marketing in the Financial – Banking Industry

Point Systems and Customer Ranking

This is one of the most common applications of gamification in the financial sector. This mechanism allows customers to accumulate points based on their transactions, thereby reaching different tiers with attractive benefits. This approach not only encourages users to make more transactions but also creates a sense of achievement and brand engagement.

Monobank – “Achievement Badges” campaign

Case study: Monobank – “Achievement Badges” (Source: Purrweb, 2024)

Missions, Challenges, and Financial Rewards

Encouraging customers to participate in missions or challenges such as opening an account, making transactions, or referring friends to earn rewards. This is an effective way to promote desired behaviors and turn customers into brand ambassadors.

MB Bank launched “Golden Bee Hunt – eMBee”

Case study: MBBank – “Golden Bee Hunt – eMBee” (Source: Tapchinganhang, 2023)

Lucky Draws and Mini Games

Mini games and lucky draws are often used in promotional campaigns to create excitement for users. These games typically incorporate elements of chance, sparking curiosity and anticipation among customers.

Viettel Money – “Shake for Lucky Money: A Peaceful Tet – Sharing Love 2022”

Case study: Viettel Money – “Shake for Lucky Money: A Peaceful Tet, Sharing Love”

(Source: Novaon Digital, 2022)

Financial Simulation & Modeling

Applications can integrate simulation games that allow customers to experience realistic financial scenarios such as budgeting, investing, or retirement planning. These models are not only entertaining but also enhance personal financial literacy.

BIDV – “BIDV City” program

Case study: BIDV – “BIDV City” Program (Source: BIDV, 2022)

The Future Trend of Applying Gamification Marketing in the Banking Industry

Gamification Marketing is entering a booming phase, with the market size expected to exceed USD 58 billion by 2030. Research by McKinsey and BCG indicates that the main drivers of this growth are technological innovation and the increasing demand for personalized customer experiences. For the banking industry, gamification is not only a marketing strategy but also a key to enhancing user experience and building customer loyalty.

Integration with Emerging Technologies
The fusion of gamification with advanced technologies such as AI, blockchain, and the metaverse is unlocking unprecedented possibilities. AI enables the personalization of user journeys, analyzing data to create challenges and rewards tailored to each individual. Blockchain ensures transparency in reward programs, reinforcing customer trust. Meanwhile, the metaverse transforms banking into a digitized interactive space where customers can engage in gamified activities within a virtual environment.

Personalized Gamification: The Right Experience at the Right Time
Big data is enabling banks to build gamification campaigns that are finely tuned to each customer’s needs and behavior. Instead of applying fixed programs, banks can design custom challenges—from cashback rewards for reaching spending milestones to flexible point systems based on financial behavior. The experience is no longer one-dimensional but becomes a personalized journey, where every customer feels like they are part of a game designed just for them.

Expanding Beyond Traditional Banking
Gamification is no longer confined to traditional banking but is spreading across the digital finance ecosystem. Fintechs and super-apps are leveraging gamification to attract and retain users, with offerings ranging from “financial mission” investment programs to point systems for payments or savings. As the lines between banking and financial technology blur, gamification will become a vital tool for financial businesses to build long-lasting customer relationships.

The future of gamification in banking is not just a race of technological innovation, but a journey toward creating more meaningful customer experiences. In an increasingly competitive landscape, the banks that know how to turn financial transactions into engaging journeys will be the ones that lead the way.

Conclusion

In the context of an increasingly competitive financial and banking sector, the application of Gamification Marketing not only enhances customer experience but also creates a sustainable competitive advantage. Changes in consumer behavior, along with technological advancements, will continue to shape how financial institutions build their marketing strategies in the future.

Novaon Digital is proud to be a specialist in brand experience consulting solutions for businesses, aiming for sustainable brand development and revenue growth. Through the analyses presented in this article by Novaon Digital, managers in the financial and banking sector can build flexible marketing strategies, optimize resources, and enhance competitiveness. Innovation is essential, but a proactive mindset and sharp sensitivity to market trends are the true keys for businesses to adapt and thrive in an ever-evolving economy.

Learn more about Novaon Digital’s Employee Advocacy solutions here.

Source: Brandsvietnam

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