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Decoding 4 key video marketing trends driving Automotive Industry Breakthroughs by the End of 2025

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

  1. Overview of automotive communication in Vietnam and major communication challenges facing the industry

In recent years, topics related to the automotive sector have attracted strong attention on digital platforms such as Facebook, TikTok, YouTube, and forums. In fact, 92% of consumers tend to proactively seek information online before making a purchase decision, through videos, reviews, and social channels.

Survey on the sources of customer data used to research brand information before making a purchase.

Source: Novaon Digital

However, most automotive brands in Vietnam have yet to fully leverage digital platforms. According to a survey by InsightAsia, nearly 70% of brands were rated below 80% in terms of digital visibility effectiveness – a figure that highlights the significant gap between consumer behavior and the industry’s current communication capabilities

Survey on customer evaluations of automotive electronics brands.

Source: Novaon Digital

In addition, the industry is also facing the problem of malicious media – when false information and baseless rumors are widely spread, causing serious damage to brand reputation. One of the hottest recent communication crises was when 37 Chinese influencers posted videos and articles slandering BYD, accusing the company of media manipulation, poor vehicle quality, and potential bankruptcy. This caused severe harm to BYD’s image and market trust. Although BYD quickly refuted these groundless rumors, the widespread misinformation still caused confusion among BYD customers and seriously threatened its market share, impacting millions of yuan within just a few days.

This media crisis serves as a warning about the fragility of a company’s image if it does not have a clear and proactive digital communication strategy.

Thus, the question is: How can automotive companies enhance brand awareness, boost sales, and effectively control their brand image in the face of third-party misinformation?

2. Video Marketing – An effective communication solution to strengthen brand positioning and drive sales in the automotive industry today

Under increasing competitive and communication pressures, video marketing is becoming an effective tool for automotive brands to enhance visibility, build a trustworthy image, and drive conversions on digital platforms.

In a context where most consumers begin their car-buying journey by searching for information online, investing in videos such as test drive experiences, feature introductions, real-life reviews, or user guides has become an essential part of communication strategies.

A report by Vidico indicates that video can double purchase likelihood, increase conversion rates by up to 68%, and is particularly effective in controlling brand messaging, especially when facing communication crises.

Therefore, instead of focusing solely on short-term advertising, automotive businesses should consider video as a long-term investment, helping the brand stand out and remain resilient in the digital communication era.

3. Highlighting four prominent video marketing trends in 2025 for the automotive industry

Trend 1: Short-form Video

Short-form videos (under 90 seconds) are becoming the top choice to create natural connections and enhance engagement between brands and consumers. These are approachable, everyday contents – such as tutorial videos by staff, small operational tips, behind-the-scenes assembly footage, or real-life experiences with the product. This format leverages authenticity to build trust, closeness, and stimulate community sharing.

According to Wyzowl, 73% of consumers watch short videos before making a purchase, while 31% of marketers report their highest ROI comes from short videos. Vidico also points out that short-form videos can boost sales by up to 80% due to their ability to capture customer attention and encourage sharing, thereby enhancing brand visibility.

A successful case study applying short-form video in communication
Source: Novaon Digital

Recognizing the benefits of this trend, Toyota partnered with Novaon Digital to launch short-form videos on TikTok, featuring car reviews, automotive trends, and creative mini-games. These videos attracted significant attention from customers, especially young people, and helped Toyota gain over 200,000 followers in a short period of time.

Trend 2: iTVC (Internet TVC)

In contrast to short-form videos, which focus on engagement and entertainment, iTVC (Internet TVC) are short advertisements lasting 15–30 seconds, professionally produced in terms of visuals, audio, and messaging, to deliver information concisely yet impressively. iTVCs are often used in large-scale product promotion campaigns, new car launches, promotional communications, or brand image building.

Unlike short-form videos that emphasize interaction, iTVCs aim to generate quick awareness, reach mass audiences, and position the brand professionally. According to Meta, videos under 30 seconds have a 2.5 times higher completion rate than longer videos. Brands like Honda, Peugeot, and BYD have used iTVCs on Facebook Reels, TikTok Ads, and YouTube Shorts, attracting millions of views within just a few days.

Among these, Mazda’s iTVC for Lunar New Year 2025 stood out as an impressive video that effectively showcased product features and clearly positioned the brand, achieving over 50,000 views in just four months.

Overall, iTVC is an ideal tool to accelerate market reach, deliver clear messaging, and maintain highly consistent brand imagery – making it suitable for official promotions and large-scale campaigns.

Trend 3: AI Video

In a context where automotive companies need to both save budget and accelerate communication, AI video has become the ideal solution to achieve both goals simultaneously. Within just a few hours, businesses can create a series of product introduction videos, virtual showroom simulations, or feature demonstrations without traditional filming and editing, helping reduce production costs by up to 80%. The standout strength of AI video is its ability to personalize by language, region, customer behavior, and stage in the buying journey, ensuring content reaches the right audience at the right time.

According to HubSpot, 91% of marketers have reported a significant ROI increase when using AI videos. Brands like BMW, Audi, and BYD are adopting this technology to produce tutorial videos, introduce new features, and train dealers – all with consistency, speed, and scalability. AI video is particularly suitable in scenarios such as new car launches, creating 360° videos for virtual showrooms, demonstrating autonomous driving technology, or presenting features through short interactive clips.

For CEOs and communication professionals in the automotive industry, this is a tool to speed up campaign execution, optimize marketing costs, and reach global customers with just a few lines of descriptions and input images.

Trend 4: Mega Livestream

With the goal of enhancing live experiences and shortening the distance between brands and car buyers, livestreams – especially multi-platform mega livestreams – are becoming a strategic tool for the automotive industry. Without visiting the showroom, customers can still view detailed interiors and exteriors, operational technologies, and interact instantly with experts or consultants in real time. This solution optimizes event organization costs while creating a personalized connection, increasing trust in the brand.

According to McKinsey, livestreaming can increase engagement rates by 48% and conversion rates by 20% when deployed during car launch phases. Brands such as Mercedes-Benz, Hyundai, and VinFast have leveraged this format to attract hundreds of thousands of views, turning each broadcast into a large-scale communication campaign.

In the automotive industry, livestreaming can be flexibly applied to new car introductions, special technology demonstrations, live Q&A sessions, remote test drive livestreams, or launch events in the form of interactive talk shows.

A successful case study applying livestream in car promotion

Source: Novaon Digital

One notable case study is the campaign between Skoda and Novaon Digital, which combined livestreaming with a Virtual Showroom to launch their two SUV models, Karoq and Kodiaq. Thanks to its well-executed implementation, the campaign attracted over 2 million reaches, 10 million impressions, and increased test drive registrations by 23%.

4. Conclusion

Amidst rapid changes in consumer behavior and the pressure to optimize communication costs in the automotive industry, video marketing is becoming an essential solution for brands to create emotional connections with customers while driving effective conversions. From short-form videos that boost engagement, iTVCs for professional promotion, to AI videos and personalized livestreams – video has become an indispensable strategic tool in the automotive industry’s digital marketing journey.

Source: Brandsvietnam

Short Video Marketing – The Strategic Communication key for the Automotive Industry in the Digital Age

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

Brand Experience (BX) Expert is a content series by Novaon Digital in collaboration with brand professionals, aiming to deliver practical insights and modern brand-building strategies that foster deep connections with customers.

*Hello Ms. Phương, in your opinion, what role are short videos currently playing in the automotive communication strategy?

To me, short video is no longer an option – it’s a mandatory element in any content marketing strategy, especially in the automotive industry, where the customer journey is long and the product itself is complex.

Today’s consumers – particularly Gen Z and Millennials – no longer consume information in traditional ways. They don’t read catalogs or wait for TV commercials; instead, they scroll through TikTok, Reels, and YouTube Shorts every day. This forces brands to appear on the right platform, in the right format, and at the right emotional moment.

The greatest strength of short video lies in its ability to convey a message within just a few seconds – which is crucial in an age of fragmented attention and growing impatience. In the automotive sector, short videos must not only be visually appealing but also concise, emotionally engaging, and action-oriented – whether that’s encouraging viewers to learn more, book a test drive, or simply remember the brand.

I always tell my creative team: “Short video is where the customer gets a taste of the brand.” If it hits the right insight at the right time, even a brief moment can open the door to a much longer brand experience.

Ms. Phương’s perspective on the role of Short Video.

Source: Novaon

What I highly value is the ability to rapidly test and continuously optimize. We can A/B test multiple versions and measure performance almost in real time – a pace that traditional formats simply can’t keep up with.

In short, short videos don’t just spread awareness – they create memorable moments. And in the automotive industry, the brand that creates more of these moments holds the advantage.

* So in your view, when it comes to highly technical products with long purchase cycles like cars, what are the core principles for designing short video content that is both engaging and effectively conveys brand value?

In the automotive industry – where the purchase cycle is long and decisions are made with careful consideration – short videos can’t just be entertaining or follow trends. They need to be crafted as strategic tools: revealing just enough, while leading the viewer forward.

Ms. Phương’s insights on the application of Short Video in the Automotive industry.

Source: Novaon

First, you must “hook” the viewer within the very first second. The time and space for a short video are extremely limited – so every element, from visuals and motion to sound, must instantly tap into the viewer’s emotions or latent needs. If the viewer doesn’t feel a sense of relevance, they’ll scroll away – and the opportunity is lost.

Second, the content must be selective. Don’t try to explain everything about the car. Focus on one feature, one highlight – whether it’s safety, design, or driving experience – as long as it aligns with the key concern of your target audience at that moment.

Third, it must evoke desire. People don’t buy cars based on logic alone. They buy because they see their own needs reflected in the car – whether it’s driving home to visit their mother or safely taking their child to school. A short video must open up a “vision,” not just deliver technical information.

And finally, there must be a clear call to action. Learn more? Book a test drive? Buy now? Without a next step, the video remains an isolated piece with no conversion path, and the customer journey ends there.

*Among platforms like TikTok, YouTube Shorts, and Instagram Reels, which one do you think is the most suitable “territory” for the automotive industry?

There’s no single platform that is “the best” across the board. What matters is allocating the right content to the right platform, based on user behavior and the brand’s specific objectives at each stage.

If the goal is to gain rapid attention, TikTok leads thanks to its algorithm that prioritizes content over follower count. As long as the video is emotionally resonant and fits the format, brands can reach millions without a massive budget. Content types like POV test drives, behind-the-scenes clips, and emotional challenges perform especially well. However, TikTok requires content to be truly natural and authentic – overly promotional or rigid formats won’t work.

On the other hand, YouTube Shorts is better suited to users who seek deeper information. Since YouTube is inherently a search-based platform, combining short videos with a series of longer ones on the same channel can help brands retain viewers longer, strengthen engagement, and build trust.

As for Instagram Reels, it’s a visually-driven, lifestyle-oriented platform – ideal for brands targeting aesthetically minded, lifestyle-loving audiences. Reels helps convey the brand spirit through emotional storytelling, and is particularly effective when paired with KOLs and lifestyle creators.

3-Step Model for Applying Short Video in Automotive Communication

Source: Novaon

I often recommend a 3-step model: TikTok to generate attention – YouTube to nurture interest – Instagram to build affinity. An effective video strategy shouldn’t rely on a single platform, but rather leverage the unique strengths of each channel to create a seamless, multi-platform content ecosystem where every piece supports the others.

*In your opinion, among formats like POV test drives, behind-the-scenes clips, influencer experiences, or entertainment-based challenges – which are proving most effective in the automotive sector? And how should they be utilized to create real value?

From my experience in the automotive industry, effectiveness doesn’t come from choosing the most popular format, but from whether that format strikes the right emotional chord and meets the audience’s expectations at each stage of the car-buying journey.

For example, POV test drives are currently one of the most powerful formats because they simulate the real driving experience – allowing the viewer to “sit behind the wheel” and feel the sound, speed, and smoothness of the car. On platforms like TikTok or Shorts, this format is particularly attractive due to its high visual impact.

Meanwhile, behind-the-scenes videos are excellent for building trust. When customers get to see quality inspections, production technologies, or stories from the technical team, it conveys transparency and professionalism.

Influencer content still holds great potential for reach – but it requires selecting the right personality and maintaining authentic storytelling. Today’s audience can immediately tell the difference between a real experience and a scripted performance.

As for entertainment-based challenges, I see them as effective catalysts for viral reach, but they shouldn’t be the core focus – especially in an industry with a long, logic-driven buying cycle like automotive. Challenges should serve as the first touchpoint – not the final conversion step.

In short, each format has its own role:
➤ POV draws users into the experience,
➤ Behind-the-scenes builds trust,
➤ Influencers expand reach,
➤ Challenges energize the market.
Success lies in aligning the format with the right timing, platform, and communication objective.

*Livestreaming is another emerging format. What role do you think it can play in today’s automotive communication strategies?

If strategically designed, livestreaming can become a multifunctional touchpoint – generating leads, fostering community, and supporting conversions all at once.

With its interactive nature, livestreams allow brands not only to deliver messages but also to listen to their audience – which is especially important for generating quality leads. When customers are invited to ask questions and receive real-time answers, they feel convenience, responsiveness, and a stronger emotional connection to the brand.

In addition, livestreaming creates a transparent, public dialogue space – where brands can share behind-the-scenes views, technical processes, or product Q&As. This helps build communities grounded in trust, not just advertising.

Xiaomi CEO Leads the Trend of Livestream Car Sales in China

Source: Novaon

Finally, in digitally advanced markets like China or Thailand, livestreaming has proven highly effective for sales. Users can now explore products, receive financial advice, and book test drives — all during the livestream — no showroom needed, just real connection.

I believe livestreaming is not a side element, but a strategic platform. When combined with strong storytelling, genuine interaction, and clear conversion points, it can generate an impact on par with a large-scale digital campaign.

*And lastly, could you share your predictions for video marketing trends in the automotive sector over the next 5 to 10 years?

I have a few predictions for how video marketing in the automotive industry will evolve over the next 5 to 10 years.

First, video will shift from promotion to experience. Viewers will want to feel the car through the screen — from the driving sensation to the engine sound — not just hear about its features.

BMW Delivers a Realistic Driving Experience Through the Film Series “The Hire”
Source: Novaon

Second, video will be personalized based on user behavior. With the help of AI, brands can create tailored content sequences for each stage of the customer journey — from emotional inspiration to feature comparisons or purchase encouragement.

Third, interactive and real-time video will become the norm. Consumers want immediate responses within the video itself — is the car available, are there promotions, how to book a test drive — rather than waiting for an email reply.

And finally, future videos must be empathetic. People only buy when they feel understood. Honest, emotionally resonant videos will outperform even the most dazzling campaigns.

Thank you, Ms. Phương, for your valuable and insightful sharing!

Cre: Brands Vietnam

Xu hướng chủ đạo định hình chiến lược marketing của ngành hàng tiêu dùng đóng gói (CPG) năm 2025

Decoding the Strategy – Creative – Technology model applied in the Finance – Banking industry

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

Gen Z has emerged as a powerful force in the financial market, fundamentally reshaping how banks engage with their audience. This generation cares not only about products but also demands personalized experiences, transparency, and genuine interaction. In this context, the integrated Strategy–Creative–Technology model has become a strategic framework for many financial institutions, enabling seamless alignment of strategy, content, and technology to boost communication impact and drive conversions. This article examines standout campaigns in finance and banking that show how the SCT model moves beyond theory to practical, actionable results.

I. Gen Z’s Financial Behaviours Are Redefining Banking

What once looked like a temporary trend is now a transformative shift—Gen Z’s approach to finance is setting a new benchmark for how banks must evolve. For this generation, financial services are as integral to daily life as their smartphones. Institutions that don’t adapt risk being left behind in the digital race.

Banking is now part of a lifestyle. When a vast majority of Gen Z are open to linking bank accounts with recurring payment apps and prioritize mobile banking, it becomes clear: digital isn’t a bonus—it is the bank.

Integration and security come first. Convenience alone isn’t enough—Gen Z expects seamless and secure digital experiences. They demand fully integrated platforms that guard personal data meticulously. This means banks must build technology with transparency and advanced security from day one.

Finance = emotional wellbeing. Gen Z prioritizes financial stability over wealth buildup. They see money as a pathway to peace of mind—not just a goal. So financial products must offer reassurance, not just returns.

Short‑term, flexible saving. Though the majority save regularly, only a fraction plan for retirement. Today’s financial products must align with young consumers’ fast-paced goals—whether it’s travel, education, or special purchases.

The financial behavior of gen Z

II. Banking Communications Must Adapt to Gen Z’s Expectations

Gen Z isn’t swayed by traditional branding. They choose banks based on real experiences, transparency in interactions, and emotional relatability. Sleek app interfaces, tailored offers, and content that speaks their language resonate more than polished brand slogans.

Pushy advertising no longer works. This generation seeks authenticity—they trust real feedback on social media and user-generated content over glossy marketing campaigns. Truth matters.

They want timely, unobtrusive information—via apps, social media, and chat channels—not email blasts or on-page banners. Yet they still appreciate in-branch support, if it’s modern and tech-enabled. That’s why “phygital” consistency—online and offline brand experiences—is essential.

Conclusion:
Gen Z’s expectations are not obstacles, they’re opportunities. Financial institutions must listen first, then speak. They need human-centered engagement, authentic storytelling, and technology-enabled personalization. Banks that adapt this way will build genuine loyalty—not just customer base.

III. An Integrated Strategy – Creative – Technology Communication Solution for the Finance and Banking Sector

As users increasingly demand more from their financial experiences—ranging from convenience and personalization to transparency and consistency across every touchpoint—the Strategy – Creative – Technology (S‑C‑T) model has emerged as a comprehensive integrated communication solution, particularly well-suited for the finance and banking industry. Rather than executing disjointed marketing activities, this model enables brands to connect strategy, creative content, and technology into one seamless framework to maximize effectiveness.

In the financial sector—where products are often complex and emotionally distant—communication strategies must put the user at the center. It’s not just about selling products; it’s about building trust and fostering long-term engagement. The S‑C‑T model helps banks deliver the right messages at each stage of the customer journey, enabling them to develop a diverse, easy-to-understand, and contextually relevant content ecosystem—such as tutorial videos, financial infographics, investment advisory content, or human-centered community campaigns.

Technology, on the other hand, plays an indispensable role in measuring, personalizing, and automating user experiences. Banks can integrate chatbots, AI, or automation systems to deliver timely offers, track user journeys in real time, or serve ads to the right audience at optimal cost.

More than just spreading a message, S‑C‑T helps convert engagement into tangible outcomes: from video views to app downloads, from a social post to account sign-ups, or from a brand awareness campaign to actual business conversions. With this approach, communication isn’t just a support tool—it becomes a core pillar of sustainable growth for banks in the digital era.

Clearly, the Strategy – Creative – Technology model is not merely a communication formula—it is an integrated ecosystem that helps financial brands adapt swiftly to market shifts and evolving user expectations. When strategy is well-defined, content speaks the customer’s language, and technology enables personalization, brands don’t just boost reach—they build long-lasting relationships. In a landscape where financial behavior is increasingly complex and varied, applying this model will be key for financial institutions to maintain competitiveness, elevate trust, and steadily cultivate loyalty among the next generation of customers.

Strategy – Creative – Technology

IV. Highlighted S‑C‑T (Strategy – Creative – Technology) Campaigns in the Financial Sector

1. VPBank: Integrated communication to launch TapnPay

When VPBank introduced its mobile contactless payment feature—TapnPay—the challenge wasn’t just bringing a new technology to market, but ensuring users understood, cared about, and actually adopted it. This exemplifies a key issue in finance: even the best products fail if communicated poorly.

To tackle this, the campaign employed a fully integrated communication strategy—from market research and competitive analysis to audience targeting and content planning aligned with user behaviors. Social platforms were leveraged to amplify the message, incorporating carefully chosen KOLs/KOCs and booking high-engagement communities. Notably, the focus wasn’t simply on promoting a new feature but on building a modern, convenient experience tailored to the digital lifestyles of younger customers.

Alongside creative content development, the campaign emphasized measurable impact through KPIs for engagement, views, and reach. A flexible mix of digital tools—media booking, community seeding, and multi‑platform delivery—helped spread the message widely and boost awareness of the new rollout.

The campaign succeeded not only in grabbing attention but also in shifting user perceptions of digital payments—crucial for banks seeking to transform traditional transaction habits. A strategic, responsive, and behavior‑driven approach enabled VPBank to turn a new feature into a valuable touchpoint in users’ banking journeys.

Conclusion:
Through integrated communication, the TapnPay campaign did more than raise visibility—it sparked genuine interest among its target audience. A strategic content approach aligned with digital behaviors and smart platform use yielded clear and impressive outcomes.

Key Results:

  • Over 1 million social media interactions
  • 126% of view-target KPIs achieved—exceeding goals
  • More than 10 million reaches, significantly boosting brand presence
  • 187,000 livestream views, driving real-time user engagement

VPBank x Novaon Digital

2. Nam Á Bank: Multi-channel strategy boosting digital financial service awareness

When Nam Á Bank launched its “Surprisingly Fast eKYC – Wave Goodbye to All Fees” campaign, the goal was more than promoting fast account opening—it aimed to spark genuine interest in its broader digital ecosystem, including OpenBanking, OneBank, and credit cards. In a crowded fintech space, the challenge was to make the brand’s message stand out, resonate, and convert.

To address this, the campaign adopted an integrated communication mindset: crafting personalized content across TikTok, Facebook, Instagram, and Zalo, selecting the right KOCs, and seeding across high-engagement pages and groups. The standout aspect was content rooted in relatability—clear, practical messaging focused on the real-life benefits of speed and convenience.

Alongside compelling content, Nam Á Bank invested in media technology with a multi-channel system ensuring constant, targeted message delivery. Tailored landing pages for each product—beautiful account numbers or credit card deals—enhanced conversion rates and guided users seamlessly toward digital banking. The campaign did more than inform—it helped reposition Nam Á Bank as a modern, adaptive financial brand tuned into digital consumer trends.

With a holistic communication approach, Nam Á Bank achieved increased visibility and built an image of a digital-first, customer-aware bank. Though figures weren’t disclosed, there was clear evidence of strong engagement—demonstrating how targeted communication can be a powerful catalyst in the digital banking transformation.

Nam A Bank x Novaon Digital

3. Vietcombank: Integrated rollout of eKYC—simplifying digital account opening

Vietcombank launched its eKYC feature via the VCB Digibank app, enabling customers to open accounts within minutes—no branch visits needed. The challenge lay in communicating a technically complex feature in an approachable way that drives real usage.

The campaign centered around three pillars: strategy, creative, and technology. Strategically, Vietcombank positioned eKYC as a pivotal milestone in its digital journey, deploying cross-channel messaging and collaborating with reputable finance media like CafeF, CafeBiz, and Café Chứng Khoán to enhance credibility. The goals extended beyond awareness to encouraging app installs, account activation, and service use.

Creatively, tutorial videos were designed to be intuitive and easy to follow. Combined with community sharing (via seeding in stock trading groups), the approach generated organic trust and resonated with those who had real needs. Finally, technology drove effectiveness: platform-optimized video formats, real-time tracking, and intelligent budget allocation ensured messages reached the right people at the right time.

Conclusion:
Vietcombank’s eKYC campaign demonstrates how integrated communication can change user behaviors. Beyond launching a new feature, it positioned the bank as a leader in digital transformation. With strategy, creative content, and technology working together, the campaign not only made noise—it built trust and drove sustainable user adoption.

Key Results:

  • Significant increase in app visits and eKYC account openings
  • 30% growth in social media engagement, amplifying reach
  • Extensive coverage by credible financial channels, strengthening brand trust

Vietcombank x Novaon Digital

Conclusion
In the digital era—where user behaviors shift daily and personalized experiences take center stage—the financial and banking sector must undergo transformation to maintain relevance and forge meaningful connections with customers. The S-C-T model is not merely a communication framework, but a comprehensive mindset that enables brands to communicate more intelligently, creatively, and effectively.

When strategy is properly aligned, content resonates emotionally, and technology is applied flexibly, banks are no longer just service providers—they become trusted financial companions in every customer’s life journey. This is how communication moves beyond grabbing attention to building trust—the most valuable and enduring asset in today’s financial landscape.

3 Case studies enhancing brand experience breakthroughs in the Finance industry as recommended by Creative Effectiveness Lions

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

Below are three outstanding case studies from HSBC, Mastercard, and Maya—brands that have proven that Brand Experience is not just a concept, but a powerful strategic tool that can transform how customers perceive financial services.

About the Creative Effectiveness Lions Award
Established in 2011, the Creative Effectiveness Lions is one of the most prestigious categories of the Cannes Lions International Festival of Creativity, aiming to honor advertising campaigns that are not only groundbreaking in terms of ideas but also deliver measurable results. It is the only award at Cannes Lions that evaluates the combination of creativity and actual impact, affirming the role of advertising in driving progress in both business and society.

The judging process is based on three main criteria: Idea (25%), which assesses originality and creativity; Strategy (25%), which evaluates the logic and effectiveness of implementation; and Real-world impact (50%), which measures influence through revenue, brand recognition, or changes in consumer behavior. Notably, only campaigns that have won or been shortlisted at Cannes Lions within the previous three years are eligible.

One notable example of this award’s value is the “It has to be Heinz” campaign by Rethink Toronto for the Heinz brand. This campaign won the 2024 Grand Prix Creative Effectiveness Lions for creating culturally resonant brand experiences, strengthening emotional connection with consumers, and driving significant sales growth.

The Creative Effectiveness Lions is not only a benchmark for the success of bold advertising ideas but also a testament that creativity must be tied to effectiveness—a philosophy increasingly valued by the global marketing industry.

1. HSBC – The Homeless Bank Account: Turning finance into a tool for life-changing impact
There are currently over 320,000 people experiencing homelessness in the UK. They cannot open a bank account due to the lack of a permanent address, which means they cannot receive wages or social welfare, trapping them in a cycle of financial and housing instability. This raises questions about the social role of major banks—how can they help solve such problems? As pillars of the economy, banks have often failed to reach the most vulnerable groups in society. This not only makes life harder for the homeless but also weakens a country’s efforts toward full financial inclusion.

As one of the world’s largest financial institutions, operating in over 60 countries and present in the UK for a long time, HSBC took the initiative to partner with Shelter—the UK’s largest homelessness charity—to develop the “No Fixed Address Bank Account.”

This account type does not require the applicant to have a permanent address—a condition usually required by traditional banks. It enables homeless individuals to receive wages or government support, rent accommodation, and take steps toward a stable life.

Implementation of HSBC’s “Homeless Bank Account” Campaign

Cre: Novaon Digital

To reach and convince this target group to open a bank account, HSBC used TV, out-of-home (OOH) advertising, and social media to raise awareness about financial exclusion among the homeless. The message was repeated consistently at bus stops, parks, and other locations where homeless individuals are frequently present.

In addition, HSBC strategically selected account-opening points located near areas with high concentrations of homeless people, making it easier for them to access services without needing a fixed address. Lastly, HSBC proactively trained their staff thoroughly to support homeless individuals in opening bank accounts quickly and without complex administrative procedures.

Results achieved:

  • Over 5,900 homeless individuals successfully opened bank accounts.
  • Brand favorability for HSBC increased by 10%.
  • An additional £13.3 million in revenue was generated from other financial products thanks to the increased trust customers placed in HSBC.

2. Mastercard – WhereToSettle: Technology helping refugees rebuild their lives

The outbreak of the war between Russia and Ukraine has impacted not only the economy but also the well-being of the Ukrainian people. As of 2025, over 10 million Ukrainians have been displaced due to the conflict, with most of them fleeing to major cities in Poland. This influx has led to overcrowded housing and a saturated job market. Meanwhile, many smaller towns in Poland are facing population decline as young people leave in search of better opportunities elsewhere. However, 34% of Ukrainian refugees have been unable to decide where to live and settle in Poland. This imbalance affects both the refugees and the country’s long-term sustainable development.

This raises a key question: Where should refugees settle in order to access better job opportunities and improve their quality of life?

To address this issue, Mastercard took the initiative to develop “WhereToSettle”—a digital platform that helps refugees find ideal settlement locations based on economic and social data.

Mastercard addresses a social issue and reinforces its brand with “WhereToSettle”.

Cre: Novaon Digital

The “WhereToSettle” platform aggregates data from Poland’s Central Statistical Office, including average salaries, cost of living, job opportunities, and housing availability, to provide personalized suggestions for each user. At the same time, the platform offers a live feed of housing and job offers, making it easier for refugees to make informed decisions about where to settle with their families.

In addition, Mastercard actively promoted the platform across social media and media channels to raise awareness and guide refugees on how to use the tool effectively.

Results achieved:

  • Over 300,000 refugees found suitable places to settle through the platform.
  • More than 57 media articles covered the campaign.
  • The platform reached 242,000 visits.
  • Brand perception increased by 14 points, especially in the areas of “technology,” “modernity,” and “social responsibility.

3. Maya – When music becomes a tool to shift financial perceptions

Maya, a digital bank in the Philippines, was struggling to compete with GCash—a brand with overwhelming market recognition in the industry. Maya needed a breakthrough strategy to attract Gen Z, a generation that often perceives financial services as dry and uninteresting.

Maya decided to reposition itself from an e-wallet to a full-fledged digital bank, emphasizing the concept of financial freedom. To bring this idea to life, they partnered with popular hip-hop artist Shanti Dope to create a song titled “Maya”, aimed at delivering a message of financial empowerment to young people.

Implementation of Maya’s “The Hit Song Actually a Bank” Campaign

Cre: Novaon Digital

The campaign’s creativity lay in merging a music video with gamification elements: the song included hidden cash codes, referred to as “Easter eggs,” which users could redeem for Bitcoin within the Maya app.

To boost engagement, Maya launched a TikTok challenge, encouraging users to dance and rap along to the song. This strategy helped Maya become the most talked-about Fintech platform in the Philippines, accounting for 44.4% of all Fintech-related discussions in May 2022. The campaign also expanded its reach through YouTube, social media, and streaming platforms.

Results achieved by Maya:

The campaign was a massive success, helping Maya gain 1.5 million savings accounts within six months and ₱14.7 billion in deposits. Maya also became the leading digital banking app in the Philippines, with 8.17 million monthly active users and 25.2 million downloads. Its brand awareness score rose from 85 to 99 points, nearly matching that of GCash.

Conclusion
These three campaigns clearly demonstrate that Brand Experience can go far beyond traditional methods—from supporting the homeless, assisting refugees, to turning a digital bank into a cultural icon.

We hope these successful case studies offer you fresh perspectives and abundant inspiration for building breakthrough brand experience strategies that contribute to your business success in the future.

Cre: BrandsVietnam

AI-Powered Livestream: A Game-Changing Trend Reshaping Automotive Brand Experiences

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

More than just a technological trend, AI-powered livestreaming is rapidly becoming a comprehensive solution for the automotive industry—shortening the decision-making journey, enhancing digital experiences, and expanding brand presence across multiple platforms.

I. Livestreaming Trends and Its Strategic Role in the Automotive Industry

1. From Entertainment to Strategic Communication

As of 2024, the global livestream market has reached $1.83 billion, up from $1.51 billion in 2023, and is projected to hit $3.95 billion by 2028 with a CAGR of 21.3%. This exponential growth is largely driven by two key factors: the dominance of video in digital consumption habits, and a post-pandemic shift toward at-home, online entertainment.

Livestreaming has evolved from a simple entertainment tool to a robust channel for media and commerce. Platforms such as YouTube, Facebook, TikTok, Instagram, and Twitch now host real-time video commerce, with features like live shopping and time-limited promotions boosting purchase intent.

Today, livestreaming functions as a dynamic content ecosystem—converging entertainment, interaction, and commerce—reshaping how brands engage and convert customers in the digital age.

2. Livestreaming in Automotive: Connection, Experience, and Conversion

In the automotive sector, where purchasing journeys are often lengthy and emotionally charged, livestreaming offers brands a versatile tool to connect deeply with potential buyers. It enables:

  • Global customer reach without the physical or financial constraints of traditional events;
  • Direct engagement through Q&As, live feedback, games, and real-time interactions;
  • Extended content lifespan via video-on-demand formats.

Moreover, livestreaming supports multimedia integration such as 3D visuals, technical showcases, behind-the-scenes footage, and expert interviews—enhancing transparency and emotional connection. Real-time data analytics allow brands to optimize messages and tailor experiences to specific audiences, building trust and driving decision-making.

Livestreaming Global Market Report 2024

II. AI-Enhanced Livestreaming: The Future of Automotive Marketing

As digital habits deepen, automotive brands must rethink both how they reach customers and how they retain them at every touchpoint. The integration of AI in livestreaming paves a new path—where content becomes personalized, interactive, and performance-optimized in real time.

1. AI Influencers: The New Face of Automotive Communication

AI influencers, powered by CGI and artificial intelligence, can speak naturally, respond in real-time, and consistently embody brand personas. More than cost-saving avatars, they are emerging as strategic partners in livestream campaigns.

Serving as virtual hosts—alongside or instead of human presenters—AI influencers can narrate features, answer comments, and simulate test drives through 3D animations. Available 24/7, they offer flexibility, continuity, and precision in messaging.

A hybrid influencer model—combining AI with KOLs and micro-influencers—can broaden reach while preserving emotional connection. Human influencers share authentic experiences, while AI ensures consistent brand presence and message control.

In automotive, AI influencers act as digital brand ambassadors who:

  • Ensure consistent omnichannel presence;
  • Convey complex technical information clearly;
  • Personalize livestreams based on viewer behavior;
  • Reduce costs while enhancing trust.

2. Creative Concept Live: Building Emotional, Immersive Livestreams

In an age of content fatigue, Creative Concept Live transforms livestreams into immersive, story-driven brand experiences. More than scripts, it encompasses theme creation, visual identity, host styling, and interactive flow.

For instance, a Metaverse-themed stream might feature a cyberpunk host in a virtual factory tour or simulated test drive, with consistent visuals, sound, and storytelling.

For automotive buyers—who require time, emotion, and detail—Creative Concept Live turns livestreams into experiential journeys, from aesthetics and interiors to performance, helping brands resonate on a deeper level.

3. Integrated Technology: Multi-Platform and Real-Time AI Optimization

Pairing AI with livestream platforms optimizes production, distribution, and performance analytics. AI automates technical tasks (e.g., displaying comments, behavior analysis, video editing) and provides data-driven content recommendations.

Broadcasting simultaneously across Facebook Live, TikTok Live, and YouTube allows maximum reach while maintaining a seamless user experience. Real-time analytics track engagement by segment, enabling brands to adjust messages dynamically.

This strategy empowers brands to reach varied demographics—from traditional auto enthusiasts on Facebook to Gen Z on TikTok—while delivering a unified brand experience. The result: greater visibility, optimized budgets, and valuable data for sales strategy.

III. Case Study: OMODA Reimagines Customer Engagement with Livestreaming

Facing a digital-first consumer landscape, automotive brand OMODA embraced livestreaming as a core strategy to build deeper user engagement. Instead of traditional ads, OMODA partnered with a digital agency to create an integrated campaign with livestreaming as its central touchpoint.

Key implementations included:

  • Creative Concept Live: Livestreams were designed as brand storytelling experiences, not just product launches. From scripting to hosting to interactivity, each element supported a coherent narrative.
  • AI-Integrated Broadcasting: Simultaneous deployment on Facebook and TikTok expanded reach, while AI-enhanced features improved content delivery and personalization.
  • Influencer Network: A mix of real and virtual influencers extended the brand’s presence and credibility, with experts providing reviews and AI avatars maintaining brand consistency.

Case study NOVAON DIGITAL X OMODA

IV. Building an AI Branding Live Strategy: A Modern Livestream Framework

To move beyond mere broadcasting, brands must treat livestreaming as a holistic strategy. The SCT model—Strategy, Creative, Technology—ensures livestreams function as guided experiences.

Four strategic pillars of AI Branding Live:

  1. Creative Concept Live: Begin with a clear concept, structured content, and a guided viewer journey. Divide livestreams into engaging segments (e.g., interviews, games, Q&A) to boost retention and conversions.
  2. Technology Integration:
    • Generative Fill: Dynamic, branded backgrounds.
    • AI Influencers: Human-like hosts for real-time engagement and 24/7 brand presence. Multi-format content suits platforms like TikTok, Facebook, and Instagram Live.
  3. Production & Operations: A systematic approach—from planning and timing to tech setup and troubleshooting—ensures smooth execution. Omnichannel broadcasting boosts reach and enables performance analysis.
  4. Influencer Network: Pair the right KOLs, KOCs, and communities with your product and audience behaviors—not just follower count—for greater trust and targeted outreach.

AI Branding Live Strategy

Conclusion

Livestreaming is redefining automotive marketing in the digital age. It goes beyond launches and tech demos, becoming a key brand experience strategy—where creative storytelling, AI interaction, and user-centric design converge.

Given the extended decision cycle and emotional demands of car buyers, strategic livestreaming enhances visibility, builds trust, and boosts conversion from the first touchpoint.

In an increasingly competitive market, brands that master the blend of creativity, technology, and influencer ecosystems will lead the automotive industry’s digital transformation.

Source: Brandsvietnam

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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