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Communication Strategy: Sustainable investing and a responsible financial ecosystem

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

This poses an urgent requirement for communicators in the financial sector: to break away from the conventional product-promotion framework. This is no longer a competition about products or transaction fees, but about how to build a brand with depth, communicate responsibly, and focus on sustainable customer experiences.

On this topic, Mr. Choi Yun Sun – Chief Financial Officer (CFO) of KB Securities Vietnam (KBSV) – commented that if positioned correctly, communication can become a strategic lever in shaping market perceptions. Rather than chasing short-term trends, KBSV chooses a different approach: placing financial education and ESG (Environmental – Social – Governance) principles at the center of its communication strategy. This is not to “convince” but to “nurture” long-term trust and understanding from investors.

Brand Experience (BX) Expert is a column by Novaon Digital in collaboration with experts from various brands, bringing practical analyses and brand-building strategies using a modern approach deeply connected to customers.

Hello Mr. Choi, in your opinion, how should the aspect of sustainable investing in communication strategy be understood – especially in the current Vietnamese market context?

From a financial management perspective, I believe sustainable investing is not just a long-term financial strategy but also a way for businesses to demonstrate brand identity through every market touchpoint, with communication playing a central role.

Mr. Choi Yun Sun’s perspective on sustainable investing

With changing investor behavior – especially among younger generations – businesses merely providing financial products is no longer enough. They want to understand the value behind the brand, feel its social responsibility, and experience consistent companionship through each message, platform, and communication channel.

Therefore, sustainable investing needs to be reflected consistently in communication strategy: from providing accurate financial knowledge, building an in-depth content ecosystem, to maintaining transparent, consistent dialogues with the investor community.

Instead of merely reacting to the market, we aim to lead perceptions. Communication, when oriented towards education and responsibility, can transform a fragmented investment journey into a profound brand experience capable of building long-term connection. This is how KBSV positions itself: not just as a financial institution but as a brand that plays a role in shaping a mature and sustainable investor community.

There is an opinion that “ESG is a core factor in the brand identity of the financial sector”. What is your view on this?

In recent years, ESG (Environmental – Social – Governance) factors have become an important part of many financial organizations’ development strategies. However, how ESG is communicated externally still often has a gap with internal realities. The biggest challenge is not about what is conveyed, but whether the communication truthfully and consistently reflects the actual values the organization is operating on.

For communicators in finance, ESG will not create differentiation if it only exists on strategic slides, press releases, or KPI sheets. Instead, it is the consistency from internal behaviors, governance policies, to how the brand advises and serves customers that builds trust. I believe ESG communication is not a campaign but a living manifestation of the values the organization is pursuing.

Mr. Choi Yun Sun’s perspective on ESG

A deep financial brand must be “felt” through every touchpoint: how customers are responded to, the attitude of advisors, transparency in reporting, and even the communication style on social media. When communication demonstrates alignment between internal values and external image, it is no longer just a tool to “push out messages” but becomes a “mirror” that naturally and sustainably reflects brand culture.

From your management experience, what is the role of financial education in today’s communication strategies?

Today, new investors are entering the market with a vast amount of information from multiple sources, but not all of it is of equal quality. If financial companies only provide trading tools, they are merely addressing the tip of the iceberg. What is lacking is a solid foundation of understanding to build analytical skills, identify problems, make decisions, and not be swayed by emotions or speculative psychology. In this context, the role of communicators in finance is not just to convey information but to guide perceptions through systematically and strategically built financial education content.

Mr. Choi Yun Sun’s perspective on financial education

Personally, I do not consider financial education as a “cost” but as a “strategic investment” in customers, market health, and the long-term value of the business itself. Communication is the extension that enables this investment to yield results.

When a financial brand acts as a “trusted guide” through educational communication, that is when the relationship between the business and the investor goes beyond mere transactions.

How can financial education activities not be viewed as supplementary, but become a pillar in the long-term strategy of financial firms, in your view?

This is a question that I think communicators in finance must first ask themselves. For a long time, financial education has been categorized as a supporting activity – not directly generating revenue and thus not prioritized in brand strategy. However, current market realities are proving otherwise.

With the rise of a new investor generation – younger, more independent, and demanding clearer practical experiences – educational communication is becoming a strategic factor. But to achieve this, financial firms must truly believe this is a “core value”, not just a social responsibility, but part of their brand positioning journey.

Communicators need to shift from dry delivery to creating a liberating content ecosystem: easy to understand, connected to real investment scenarios, inspiring, and empowering investors. Communication should not just say “we care about investors” but prove it every day through valuable, in-depth, and educationally guided content.

In your opinion, what is the most important criterion in communication strategy for a financial company to grow sustainably in the next five years?

In the next five years, revenue growth or product coverage will certainly remain important metrics. But from a brand perspective, the critical criterion – especially for communicators – is “trust”. In finance, where the line between opportunity and risk is thin, trust is not just an asset but the foundation for brands to develop long-term, regardless of market volatility.

For communicators, building trust cannot stop at saying the right thing at the right time or running trending campaigns. It is a continuous process requiring consistency in messaging, transparency in communication, and responsibility in every content activity. There needs to be a shift from “communicating to sell” to “communicating to support the investment journey”. Each touchpoint must create a sense of security and companionship for investors.

Mr. Choi Yun Sun’s perspective on the key factor for communication development

Today’s communicators, if they truly want their financial brands to grow sustainably, must see communication as a strategy to build trust – not just a tool to handle situations.

What expectations do new-generation investors have of responsible businesses?

The new generation of investors is demanding more from businesses. They are not just seeking profits but want to be accompanied by transparent, responsible financial organizations with long-term vision. This poses a new challenge for financial communicators: How can brand messages reflect true values, not just strategic words?

Today’s communication must shape the image of a responsible brand through every content piece, platform, and interaction. Brands that only sell products will soon lose ground to those building investment ecosystems – where information is clear, advice is ethical, and the investment journey is genuinely supported. For these new investors, “authentic” experiences and sustainable development commitments are not additional values but brand selection standards.

Mr. Choi Yun Sun’s perspective on future market direction

At KBSV, we integrate ESG principles directly into our brand communication system: from disseminating knowledge through the KB Academy program, building user-friendly digital platforms, to producing content that enhances personal financial capability. Each communication campaign aims to nurture sustainable investing behavior – not through slogans, but through real experiences.

In finance, where products are increasingly similar and technology can be easily replicated, brand value is defined not by what a business owns, but by how it treats investors. Ultimately, what communicators need to build is not just a good product, but a deep enough journey for investors to feel they are growing with the business.

★★★

Expert commentary – Novaon Digital

In the context of a financial sector transforming strongly with a younger investor base and rising expectations for brand responsibility, Mr. Choi Yun Sun’s sharing is a profound, practical summary with long-term strategic value for communicators.

From redefining communication as not just a sales tool but a “perception guide”, to integrating financial education and ESG as strategic pillars – Mr. Choi shows us that building a financial brand today is a vibrant and deeply responsible journey.

What is particularly noteworthy is his emphasis on consistency between internal and external – a core principle in modern financial branding often overlooked. Mr. Choi does not talk about communication in technical terms, but as a cultural capability – something shown through every behavior, interaction, and piece of content, however small.

For Novaon, this was not merely an interview but a strategic dialogue. These insights will inspire Vietnam’s financial communication community to shift their mindset – from short-term to long-term, from execution to creation, from content to value systems. Ultimately, a sustainable brand does not lie in what we say, but in how we live and communicate what is right.

Source: Brandsvietnam

Onlead managemnet in the Automotive Industry: winning Customer wirh Data and Personalized experiences

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

Part 1. Vietnam Automotive Market: The Battle of Data and Customer Experience

Vietnam’s automotive sector is entering an intense competitive phase where brand or price are merely prerequisites. Today’s customers demand far more – personalized experiences, superior benefits, and clear, trustworthy after-sales commitments.

The market is also witnessing a surge in user data on digital platforms. According to Kantar, 89.7% of users aged 16–64 use Facebook, 88.5% use Zalo, and 77.8% are on TikTok. This is a massive customer base, offering automotive companies vast potential to reach and engage.

Conquering Automotive Customers: Data Management Combined with Personalization

However, customer data today remains horizontally fragmented – each platform holds separate pieces of information, making overall data collection disjointed and lacking systematization. As a result, businesses struggle to obtain a full view of each customer, limiting their ability to analyze behaviors, understand needs, and optimize personalized experiences along the buying journey.

Consequently, despite investing heavily in digital advertising, many companies still face challenges in lead management. Customer data is not systematically collected or managed, leading to potential customer loss, high conversion costs, and disjointed communication journeys. Novaon Digital’s internal research shows that up to 60% of automotive companies lack clear lead management processes, resulting in 30–40% of potential customers being missed even after initial engagement.

Moreover, failing to optimize customer experiences and not understanding each individual’s journey has significantly reduced brand loyalty in the automotive sector. According to S&P Global’s 2024 survey, brand loyalty in the industry is at its lowest point in eight years. This reflects intense competitive pressure, forcing companies to continuously create new value to retain customers – something that cannot be done without the support of modern big data solutions to deeply understand each customer and enhance business performance.

This raises a key question: How can automotive businesses collect, classify, and effectively utilize customer data to enhance personalization and build brand loyalty in today’s era of comprehensive brand experiences?

Part 2. OnLead Solution – A Comprehensive Lead Management Platform for Automotive

Faced with increasingly complex lead management challenges, OnLead Management emerges as an all-in-one solution tailored to the automotive market’s specific needs. Unlike conventional lead collection tools, OnLead is a multi-channel lead management platform, enabling businesses to collect real-time data from Facebook Ads, Zalo Ads, Google Ads, chatbots, websites, hotlines, and centralize them into a single MiniCRM. The system automatically deduplicates, filters for quality, and removes unqualified leads, ensuring clean, ready-to-use data.

OnLead’s outstanding strength lies in its intelligent lead classification by car model, customer need, and region, before instantly distributing leads to the appropriate sales teams within minutes – a critical factor in an industry where response speed heavily influences conversion rates. Additionally, its lead scoring & prioritization feature ranks leads based on conversion potential, allowing sales to optimize resources and focus on truly high-potential customers.

Conquering Automotive Customers: Data Management Combined with Personalization

OnLead integrates with Meta Conversion API, synchronizing data bi-directionally with CRM and ad platforms, allowing lead data to feed back into advertising systems for machine learning optimization, improving lead qualification rates and reducing marketing costs. It also provides lead journey tracking, enabling businesses to monitor the entire customer journey, identify bottlenecks, and optimize processes and experiences – crucial at a time when automotive brand loyalty is at an eight-year low (S&P Global).

Part 3. Case Studies: Honda & GAC Motor – Driving Conversion Growth with OnLead Management

After analyzing the market context and OnLead Management’s solution, let’s look at two typical case studies from BMW and GAC Motor. Each brand faced different challenges but leveraged OnLead to optimize lead management, improve conversion rates, and strengthen brand position.

Case Study – GAC Motor “Where Craft Meets Technology”: Enhancing Customer Experience with Quality Leads

In 2025, GAC Motor, a Chinese automotive brand, implemented OnLead Management from its early days in Vietnam. Entering the market with premium gasoline cars, it faced major challenges due to prejudices about origin and quality. Vietnamese consumers are both price-sensitive and highly demanding in experience and after-sales service, while GAC’s lead management system was previously manual and scattered, resulting in lost leads and slow response times.

To address this, GAC Motor aimed to build an automated system for collecting, classifying, and distributing leads to accelerate response time, track the entire customer journey, and improve sales performance. Novaon Digital deployed OnLead Management, enabling GAC Motor to automatically collect real-time leads from paid media, owned media, chatbots, social media, and websites, centralizing them into a single MiniCRM.

The system automatically deduplicated, filtered for quality, intelligently classified leads by car model, need, and region, then instantly distributed them to the right sales team. A standout feature was lead quality scoring, supporting sales and customer service teams to personalize consultation and care. Additionally, OnLead synchronized data bi-directionally with CRM and Meta Conversion API, optimizing ad budgets while tracking the entire customer journey to reinvest effectively in performing channels.

Conquering Automotive Customers: Data Management Combined with Personalization

As a result, GAC Motor collected over 1,667 leads, including 800 qualified leads, and sold 89 cars, demonstrating the effectiveness of lead management strategies even in market entry stages. Lead processing time was reduced to just 5–10 minutes per step, helping GAC Motor build a modern, professional brand image and a solid foundation for sustainable growth in Vietnam.

Case Study – BMW “In a Luxury Segment Racing: From a Drift to a Hit”: Growing Quality Leads & Optimizing Premium Customer Experience

Between 2022–2023, BMW Vietnam expanded its dealership network to drive sales growth while facing declining luxury car demand and fierce competition. As a premium brand, BMW needed not only to effectively reach potential customers but also to optimize sales strategies to maintain its leading position.

To tackle this, BMW partnered with Novaon Digital to implement OnLead Management, building a comprehensive lead management ecosystem. The solution enabled BMW to collect real-time lead data from Facebook Ads, websites, chatbots, and centralize it in a single MiniCRM. The system automatically deduplicated, filtered for quality, and classified leads by car model, need, and customer behavior, then quickly distributed them to sales teams with real-time notifications. OnLead also featured lead scoring, ranking and prioritizing potential customers to help sales optimize resources and improve closing rates.

Conquering Automotive Customers: Data Management Combined with Personalization

OnLead’s integration with CRM and Meta Conversion API allowed ad targeting optimization through machine learning. BMW also combined this with Meta AR ads inspired by Need For Speed, along with impactful social media and PR content, enhancing brand awareness and customer experience.

As a result, BMW saw positive improvements in quality lead rates, response speed, sales performance, and brand engagement in the luxury segment, affirming its pioneering role in digital transformation and premium customer experience optimization in Vietnam.

Conclusion

In the digital era, where data and speed determine competitive advantage, building a comprehensive customer data management system combined with personalization strategies is no longer optional but mandatory for automotive businesses.

Solutions like OnLead Management not only optimize operational processes but also unlock big data potential, creating a solid foundation for sustainable growth and long-term marketing strategies.

Source: Brandsvietnam

Gamification Marketing Trends in the Automotive Industry: Enhancing Customers Experience, Strengthening Brand Connection 

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

1. Market context of Gamification Marketing in Vietnam’s automotive industry and potential customer segments

Vietnam’s automotive industry is undergoing a clear transformation, as consumer behavior changes rapidly, digital technologies advance strongly, and buyer expectations continue to rise. In an increasingly competitive market, brands not only need to improve their products but also create cohesive, engaging, and highly personalized customer experiences.

The “Market context of Gamification Marketing in Vietnam’s Automotive Industry” section in the document provides an overview of the current situation of the sector. The report shows that the global gamification market is growing rapidly, projected to reach USD 92.51 billion by 2030 with a CAGR of 26.02% (according to Mordor Intelligence). Meanwhile, Vietnam’s gamification market is also forecasted to grow by 27% within just the next three years (according to 6WResearch) – indicating the breakthrough potential of this trend. Additionally, the report highlights key drivers of development as well as challenges in implementing Gamification Marketing in Vietnam.

Market context and potential customer segments of Gamification Marketing in the Automotive industry

Source: Novaon Digital

One highlight of the document is the behavioral analysis of Gen Z and Gen Y – the two main consumer groups in today’s market. Key characteristics such as their habits of using social media, preference for interactive experiences, and demand for instant feedback were thoroughly compiled and analyzed, showing a clear shift in how younger generations approach and choose brands.

The document affirms that gamification is not merely an entertainment tool but a strategic approach for automotive brands to effectively reach and engage with Gen Z and Gen Y – the young consumers leading the new consumption wave.

2. The importance of Gamification Marketing in the Automotive industry

As consumers increasingly demand more interactive and personalized experiences, automotive brands can enhance their connection, brand love, and conversion effectiveness through Gamification Marketing strategies.

The report “Gamification Marketing Trends in Automotive: Enhancing Customer Experience and Brand Connection” outlines three core values that Gamification Marketing brings to automotive businesses:

Enhancing interactive and emotional experiences throughout the customer journey
Unlike traditional communication forms, gamification transforms one-way interactions into immersive, interactive, and enjoyable experiences. Through quizzes, role-playing games, or virtual test drive simulations, users actively explore products in a personalized context, thereby developing positive emotions and stronger brand attachment.

Especially in the automotive sector – where purchase decisions are often tied to emotions – creating engaging experiential touchpoints can shorten the buying cycle and significantly increase conversion rates.

Three core values of Gamification Marketing in the Automotive industry

Source: Novaon Digital

Increasing brand recall and content virality

Gamified elements such as points, leaderboards, or achievement-sharing challenges encourage users to return multiple times and voluntarily share content with their friends. According to the report, over 87% of young users are willing to share content if they find it interesting and can “show off” their achievements.

Gamification not only helps users better remember product messages but also creates a strong viral effect on digital platforms – a particular advantage in industries with long purchasing cycles like automotive.

Collecting behavioral data and optimizing CRM strategies

Through interactive games, brands can design registration mechanisms, quizzes, or reward point systems to collect valuable information about customer behavior, needs, and levels of interest. This forms the basis for automotive businesses to build automated customer care strategies, optimize marketing costs, and improve long-term sales effectiveness.

User data is no longer just “statistics” but becomes a strategic asset when properly integrated into CRM systems.

Overall, Gamification Marketing is not merely temporary entertainment but a strategic tool that transforms every interaction into a memorable experience. When implemented systematically, gamification not only strengthens emotional connections but also creates data value, virality, and practical business effectiveness in the digital era.

3. Gamification Marketing strategies for the Automotive industry

The next section of the document focuses on Gamification Marketing formats that many automotive brands are applying to build deeper connections with younger generations. As emotional experiences become decisive factors in consumer behavior, gamification is seen as a “key” for the Automotive industry to overcome traditional interaction barriers, while shaping a more modern, creative, and relatable brand image. This approach aligns with the Strategy – Creative – Technology methodology that Novaon Digital, the leading integrated Digital Marketing solution provider, is focusing on to build comprehensive brand experiences for digital consumers.

The document analyzes four prominent Gamification Marketing formats effectively applied in the Automotive industry:

  1. Quiz Games – personality quizzes that help define preferences and choose car models
  2. Virtual Test Drives – experiencing driving simulations on digital platforms
  3. Puzzle Games – creative games that help customers remember brand messages
  4. Role-Playing Games (RPGs) – immersive experiences where users embody car owners in personalized journeys

Gamification Marketing Trends in Automotive: Enhancing Customer Experience and Brand Connection

Formats applying Gamification Marketing in the Automotive industry under the SCT model.
Source: Novaon Digital

This section goes beyond theory, offering deep analyses of each format, its specific benefits, and its ability to create strong viral effects on digital platforms. The practical examples illustrated in the document help businesses clearly envision how each format can spark curiosity, maintain engagement, and drive purchase decisions – especially in the journey to win over Gen Z and Millennials, the consumer groups currently dominating the market.

4. Gamification Marketing solution packages from Communication – Marketing experts

To help brands and businesses fully leverage the potential of Gamification Marketing in the Automotive industry, the document introduces three key solutions designed by Novaon Digital’s team of experts. Each solution is not only developed on interactive technology platforms but also personalized according to specific communication objectives, aligning with the behaviors and expectations of the new generation of customers.

Gamification Marketing solution packages from Novaon Digital
Source: Novaon Digital

Specifically, the document focuses on three prominent gamification formats:

  1. Biometric games – quiz games that help players explore themselves through personality “archetypes”. This solution personalizes the experience and suggests suitable products, while supporting brands in attracting high-quality leads.
  2. RPG role-playing games – allow players to embody characters and complete missions tied to brand messages, thereby increasing interaction and delivering brand storytelling in a vivid and emotional way.
  3. Puzzle games – simple, easy-to-play games that allow users to earn points to redeem gifts and remember the brand through light entertainment experiences.

Importantly, the document also illustrates how these solutions can be integrated across digital platforms (web, social, microsites, etc.) to optimize interaction while measuring real effectiveness throughout the customer journey. This is a practical reference for automotive businesses to strategically, effectively, and appropriately implement gamification, in line with the growing trend of personalization today.

5. Conclusion

The “Gamification Marketing Trends in Automotive: Enhancing Customer Experience and Brand Connection” document, compiled by Novaon Digital, aims to provide a comprehensive view of the role of gamification in Automotive Communication – Marketing strategies. From clarifying Gen Z and Gen Y consumer behaviors, analyzing effective implementation strategies, to introducing practical solutions tailored to Vietnamese businesses, the document offers practical suggestions to help brands innovate customer experiences and increase competitiveness in the market.

Novaon Digital is proud to accompany businesses in building digital, creative, and sustainable brand experiences. Download the full document now to explore the potential of Gamification Marketing with Novaon and apply it successfully in your Automotive communication campaigns.

Source: Brandsvietnam

“Ngưng để không ngừng”: A “new angle” in the Tet marketing race

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

Context

In 2024, the global economy showed signs of recession, leading to tighter spending and decreased interaction between customers and brands. Although consumers were exposed to many promotional advertising campaigns, their participation in interactive activities was more limited than before. Therefore, the brand wanted to listen more deeply to customers, understand each individual’s emotions and needs, and implement personalized activities to better meet their expectations and desires.

HDBank Credit Card has run Lookback campaigns in recent years, dedicated to cardholders. At the end of 2024 and before the Tet holiday of 2025 (Year of the Snake), HDBank Credit Card wanted to use this time to strengthen its solid relationship with existing customers while attracting the attention of potential customers through subtle and creative communications. The campaign’s objective was not only to show gratitude to customers but also to build Brand Love, create deep connections, and bring a fresh breeze with positive messaging, sparking vibrant conversations about HDBank Credit Card on social media platforms.

With the brand positioning of “bringing the greatest benefits”, HDBank Credit Card focuses even more strongly on its strategic direction of “Artful Spending”, helping young customers maximize their benefits by spending with HDBank cards that come with attractive, flexible, and convenient offers. The HDBank card is not just a financial tool, but a companion that elevates spending experiences, connecting people to a modern, smart, and creative lifestyle. This is an important premise for HDBank Credit Card to expand and reach younger customer segments during 2025–2030.

Campaign Objectives

  • Express gratitude to customers: Appreciate and value their companionship throughout every journey.
  •  Increase discussions about HDBank Credit Card on social platforms: Promote conversations, sharing, and spreading the message on social channels to enhance brand awareness and engagement.

Insight

Life today is full of pressures and haste, from work and new trends to daily worries. Even when our bodies rest, our minds never stop thinking and worrying. Especially during Tet, when everyone is busy preparing for new plans and goals, the need to feel understood and empathized with becomes even more important. This is the perfect time for brands to send messages about rest and recovery, encouraging people to regain their energy for a fulfilling new year.

While many other brands tend to encourage people to keep pushing forward and striving, sometimes beyond their limits, HDBank Credit Card chose to take a different approach. Instead of creating more pressure, HDBank emphasized the message of “pause” – not to stop everything, but to pause for a moment to relax, to reflect, and to recharge. This is how HDBank shows its support and companionship with customers, recognizing their achievements over the past 365 days of effort, helping them appreciate the value of rest and step into the new year with a refreshed mindset, ready to conquer new challenges.

Instead of creating more pressure, HDBank emphasized the message of “pause” – not to stop everything, but to pause for a moment to relax, to reflect, and to recharge.

Creative Idea

Ngưng để không ngừng

In a relentless “race” context, HDBank delivered a profoundly meaningful message: “Pause to keep moving forward.” This campaign encourages customers to take a break amid their busy lives, to rest and recharge, so they can continue their journey with greater strength.

The campaign successfully conveyed the message: “Pausing for a moment is how we keep moving further,” encouraging customers to enjoy the fruits of their efforts after a year of hard work. HDBank Credit Card wants customers not only to enhance their experiences and discover new things but also to trade moments of busyness for moments of reunion and beautiful memories with family and friends. “Pause for a moment” to continue their unending journey, ready for new plans and upcoming challenges.

Amidst the hustle and bustle of life, with 42% of workers frequently experiencing stress, the campaign’s message served both as a thank-you for their year-long efforts and a gentle reminder to allow themselves to rest briefly, to gain momentum for the road ahead. Beyond focusing on individual well-being, the campaign also clearly reflected HDBank’s commitment to society and the community, as each individual’s growth contributes to a sustainably developing society.

Personalized messages in the campaign:

 Agency staff:
 “Hey Agency mates,
Pause for a bit from overwhelming deadlines,
So you can keep ‘crushing tasks and smashing KPIs.’”

Sales staff:
 “Hey Sales team,
Pause for a moment from chasing targets,
So you can keep closing explosive sales.”

TikToker:

“Hey TikToker,
Pause your reviews for a moment,
So you can keep getting millions of views.”

Mom:
 “Hey Mom,
Pause the housework for a moment,
So you can keep receiving all the love around you.”

Banker:
 “Hey Banker,
Pause your endless overtime for a moment,
So you can keep your enthusiasm strong all year.”

Dad:
 “Hey Dad,
Pause your worries for a moment,
So you can keep being the family’s pillar for a long time.”

Vendor:
 “Hey Shop Owner,
Pause your hardships for a moment,
So you can keep making great sales.”

These messages were crafted to touch emotions and encourage each customer segment to pause briefly to recharge, enabling them to continue striving stronger in both work and life.

HDBank Credit Card chose Firstcom as its partner to implement the campaign through three strategic phases.

Execution Activities

To amplify the message powerfully and build connections with customers, HDBank Credit Card chose Firstcom to implement the campaign across three strategic phases:

1. Teasing – “Hinting” at the message “Pause to keep moving forward”

In the first phase, HDBank hinted at the campaign with engaging teasers, creating curiosity and excitement within the community. The gentle yet deeply meaningful messages, such as “Is it time to stop to keep going?” and “Pause, to never stop fighting?”, were shared via social media platforms, community channels, and online advertisements. These short images and videos prompted viewers to question the necessity of taking breaks in today’s stressful life.

2. Launching – Officially introducing the “Pause to keep moving forward” campaign

This phase marked the official launch of the campaign, with the message “Pause to keep moving forward” delivered more powerfully through emotional activities. HDBank sent thank-you messages to customers via emails and personalized text messages. At the same time, HDBank posted short videos and motivational visuals encouraging customers to spend more time taking care of themselves so they can continue embracing new opportunities.

The content shared focused on emotional storytelling, aiming to deepen the connection between the brand and customers, encouraging them to reflect on what truly matters in life and to regain balance. Additionally, special promotional programs were implemented to express gratitude to loyal customers and motivate them to remain committed to HDBank for the long term.

3. Amplify – Expanding the message and increasing engagement from KOCs/KOLs and customers

After the official launch, HDBank focused on amplifying the message by collaborating with KOCs/KOLs and popular influencers. KOCs/KOLs and influencers shared personal stories about how they “paused” to refresh themselves, motivating others and encouraging customers to join the campaign. Through videos, posts, and livestreams, they conveyed the message “Pause to keep moving forward” in an authentic and approachable way.

Through videos, posts, livestreams, and more, KOCs, KOLs, and well-known influencers conveyed the message “Pause to keep moving forward” authentically and accessibly.

The campaign was further strengthened through interactive activities such as mini-games and the hashtag challenge #NgungDeKhongNgung, where users could share their moments of rest. User-generated posts, images, and videos were widely shared across social media platforms, creating a wave of discussions, spreading the message, and attracting more attention from the community.

These activities not only enhanced engagement but also fostered long-term bonds between customers and the brand, while spreading a positive message about rest and recovery to continue moving forward strongly in life.

With three clear phases and a smart amplification strategy, the “Pause to keep moving forward” campaign not only helped HDBank build emotional connections with customers but also encouraged interaction, sharing, and widespread dissemination across social platforms.

A “fresh breeze” in media utilization and implementation

Especially, HDBank Credit Card’s campaign succeeded not only in delivering the message “pausing is how to keep moving further” but also applied many new tactics to enhance interaction and customer connection. HDBank Credit Card creatively organized special Facebook events featuring KOL participation, developed fun “pause application” content on community pages and fanpages, encouraging customers to share their moments of relaxation and enjoy the fruits of their year-long efforts.

  • Fanpage Facebook: The HDBank Facebook fanpage was used as the main channel to communicate campaign information and directly interact with the community. To create a fresh and approachable vibe, HDBank Credit Card cleverly “acted as” a youthful, dynamic friend, delivering messages through short, cheerful, and accessible content, making followers feel engaged and receptive.
  • Influencer & Community:  HDBank Credit Card also collaborated with popular lifestyle, work, and entertainment fanpages such as “Biết Thế éo đi làm” (Shouldn’t Have Gone to Work), “Cột sống gen Z” (Gen Z Spine), “Gen Z xem gì” (What Gen Z Watches), “Sài Gòn nghen” (Saigon Yeah), “Không hề giả trân” (Not Fake at All) to spread the “Pause to keep moving forward” message. Content was crafted to be relatable to daily life, reflecting the hustle of modern living alongside gentle motivational words, creating a sense of companionship and emotional resonance with the target audience. Additionally, notable KOCs such as popular TikToker Tina Thảo Thi, top reviewer Dương Dê, content creator A Dinh SG, Linh Phạm, Thanh Trường (김남희), Nguyễn Xuân Trí, Nguyễn Thanh Trúc, and others shared their real-life stories around the “pause to keep moving forward” message. This not only helped convey the brand message but also attracted authentic stories that created a deep connection with the community.
  • Email Marketing and SMS: Personalized gratitude messages were sent to each existing HDBank cardholder as of January 2025.

Community pages that joined the “Pause to keep moving forward” campaign

KOCs/KOLs on Facebook who joined the “Pause to keep moving forward” campaign

Campaign Results

In just one month of implementation, the campaign achieved impressive figures across social media platforms:

  • Ranked #1 among banks for credit card discussions from 01/12/2024 to 28/02/2025.
  • Reached over 1.5 million existing and potential customers.
  • Achieved over 1 million views for campaign videos.
  • Generated more than 10,000 comments about the campaign, with a positive sentiment index of 43.56%.

Conclusion

The “Pause to keep moving forward” campaign not only created a strong emotional connection between HDBank and customers but also encouraged people to take time to rest and find balance in their hectic lives. With its meaningful message and creative strategy, this campaign helped HDBank strengthen relationships with existing customers while attracting the attention of new customers, enhancing its presence on social platforms and driving positive interactive behavior from the community.

The “Pause to keep moving forward” campaign not only created a strong emotional connection between HDBank and customers but also encouraged everyone to take time to rest and find balance in their busy lives. With its meaningful message and creative strategy, this campaign helped HDBank Credit Card strengthen relationships with existing customers, attract new customers, increase social media presence, and drive positive engagement from the community.

Source: Brandsvietnam

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

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