The banking and finance industry is undergoing rapid change under the impact of digital transformation and shifting user behavior. Product-centric communication alone is no longer sufficient; brands also need to build connection and nurture customer loyalty, especially among younger generations who prioritize experiences.
In that context, Music & Sponsor Event Marketing has emerged as an effective approach for banks to step into familiar cultural spaces such as music, arts, and lifestyle, thereby moving closer to their customers.
Ms. Đào Thị Thơm – Deputy Director of Communications & Marketing at MSB – shares her perspectives and practical experience behind this strategy.
I. New communication trends in the banking and finance industry
Current state of brand communications in Vietnam’s banking and finance sector
According to a report by YouNet Media, from July 2024 to June 2025, the banking and finance industry recorded 67 communication campaigns from 15 banks, with high creativity and diversity across multiple social media platforms. Content extends beyond financial products to topics of culture, entertainment, and social responsibility. This reflects the need to reach customers in spaces that feel familiar to them.
Another report by MiBrand (2024) shows that two-way interactive communication channels such as social media (59.61%) and websites (55.96%) are the most effective in reaching the right target audience. However, even though up to 82% of users have seen bank advertising, only 12% consider using the service and just 3% make an immediate decision.
These indicators highlight an urgent need to change how brands approach the public, optimize brand strategy, and seek new methods of connection.
More and more banks are stepping into the music arena
Source: MSB – Vietnam Maritime Commercial Joint Stock Bank
Music & Sponsor Event Marketing: A breakthrough solution for financial and banking brands
In an intensely competitive environment, most banks still communicate product and service features on a rational level such as interest rates, incentives, and fees – elements that are easily replaceable and difficult to differentiate. Users, especially Gen Z, have higher expectations for familiarity, emotional resonance, and experiential value. As a result, Music & Sponsor Event Marketing has become a breakthrough strategy that reflects a new marketing mindset.
Music Marketing allows brands to tap into emotions through artists, melodies, and memorable moments; while Sponsor Event Marketing places the brand in a community setting, where live experiences create strong appeal.
When combined, these two elements not only help the brand appear, but become part of the cultural experience itself. In doing so, the brand shortens the distance with customers and creates a distinctive imprint.
In the next section, Ms. Đào Thị Thơm – Deputy Director of Communications & Marketing at MSB – will share how this model is applied to create advantages for brands in the banking and finance industry.
Ms. Đào Thị Thơm – Deputy Director of Communications & Marketing at MSB
Source: MSB – Vietnam Maritime Commercial Joint Stock Bank
* Hello Ms. Đào Thị Thơm, it is well known that in the banking and finance sector, brand image is inherently associated with trust, standards, and safety.
In your opinion, what role does Sponsor Event Marketing play in enhancing brand awareness and building emotional connections between banks and customers, especially younger customer segments?
In my view, financial and banking brands must always place trust and safety at the core of their values. That is non-negotiable. But with younger generations, who have a strong sense of freedom and high expectations for experiences, brands also need to renew the way they express themselves to feel closer, without losing their original identity.
I believe Sponsor Event Marketing can do that. When a bank appears in cultural and musical contexts – places that reflect the energy and ideals of young people – the distance is shortened naturally without breaking its positioning.
Events often create emotional dimensions that financial products and services alone find difficult to generate. In those moments, the level of brand affinity increases significantly. This method also helps us better understand users and opens up more conversion opportunities, especially with Gen Z – a group that prioritizes personalization and expects quick feedback from real-life experiences.
* Among many types of sponsorship activities, why do you think financial and banking brands often prioritize music programs? What makes music events stand out compared to other sponsorship formats?
When sponsoring events, we realized that music has a particular advantage: it reaches emotions very quickly and creates a positive energy that other formats find hard to match. Music events are where many audience groups converge, from individual viewers to large fan communities.
This connection is even more explosive among younger customer segments. In 2024–2025, we have witnessed music programs creating vibrant fandom communities. Their emotional energy has become a valuable “marketing asset”, helping banks appear naturally, without feeling forced, in young people’s entertainment context.
From the “Bật chất Gen Digi” concert launching the MSB Mastercard mDigi credit card to the performances at the VBA Star X 2025 Basketball League, we have seen the emotions and positive energy of these communities. Music makes the brand feel more “alive” and meaningful, while also stimulating customer behavior: from attention and goodwill to interaction during and after the event.
That is why many financial and banking brands, including MSB, are prioritizing sponsorship of music events alongside traditional communication activities.
“Thanh âm tinh hoa” – MSB’s music event series honoring premium customers
Source: MSB – Vietnam Maritime Commercial Joint Stock Bank
II. Opportunities and challenges of Music & Sponsor Event Marketing for banking and finance brands in enhancing awareness and managing brand communications
The rise of Music & Sponsor Event Marketing is opening a new channel of connection for the banking and finance industry, as emotions and experiences increasingly replace rational messages that have long dominated traditional communication channels.
By being present at major music events, financial and banking brands have the opportunity to reach the public in emotionally charged moments. Showing up in the right context helps the brand build goodwill, increase brand affinity, and become a standout emotional touchpoint compared to more rational communication formats.
However, this model also brings many challenges. The biggest risk lies in choosing the wrong context or artist, which can cause the brand image to deviate from its core values. At the same time, effectiveness is very difficult to assess without a clear measurement framework. In addition, amid rising competition, banks that want to stand out need to invest in deeper, more meaningful experiences instead of just putting their logo on display.
* In your opinion, what opportunities does Music & Sponsor Event Marketing create for banking and finance brands to reach and build deeper connections with customers in today’s communication landscape?
I believe Music & Sponsor Event Marketing is powerful because it can motivate audiences to actively seek out contexts where the brand is present. When viewers reach a certain level of excitement, they are more open and allow the brand to approach them naturally. This is a clear advantage compared to traditional one-way communication.
For MSB, Music & Sponsor Event Marketing opens up opportunities for two-way interaction, especially when users favor “digital-first” behaviors: from scanning QR codes to check in, opening an account to receive tickets, enjoying card offers directly at the event, to post-event social media activities. I have realized that simply showing up in front of them is not enough; we also need to let them “touch”, use, and share. Through these interactions, the brand has the chance to embed business activities into the customer experience in a subtle and effective way.
However, alongside these opportunities, financial and banking brands must also be careful in choosing artists, positioning events, and managing potential risks to avoid backlash.
Ms. Thơm notes that Music & Sponsor Event Marketing creates easy opportunities for two-way interactions for banking and finance brands
* The banking sector is highly sensitive in terms of communications. When deploying event sponsorship combined with Music Marketing, what brand risks do financial and banking institutions need to pay particular attention to?
Personally, I believe that music event sponsorship strategies carry significant risks.
First, there are factors that are difficult to control, such as the image of the artist and public reactions – even a small incident can directly affect brand reputation. Therefore, reviewing artist image and legal aspects, as well as building crisis management scenarios, is essential.
Second, there is the challenge of potential misalignment in brand positioning. Music is inherently entertainment-driven, while banks value standards and prudence. If the context is chosen poorly, the brand may drift away from its original image orientation.
Third, the banking and finance market is witnessing an intense race in music event sponsorship. The frequency of brand appearances makes it harder for each brand’s differentiation to truly stand out.
Fourth, this model requires considerable investment, while results and conversion are often hard to measure directly. That is why I see this method as uncertain if the brand does not set clear objectives and an evaluation framework from the very beginning.
Finally, if brands only chase trends without a long-term engagement strategy, emotional connection can be very fleeting. Therefore, balancing entertainment elements with the core values of the banking and finance industry needs careful consideration for each sponsorship activity, to ensure the brand is elevated rather than overshadowed or misunderstood.
Balancing entertainment and core financial values is a top priority, according to Ms. Thơm
III. Integrating Music & Sponsor Event Marketing into broader brand communication strategies in the banking and finance industry
According to experts at Novaon Digital, music event sponsorship in the banking and finance industry is not just a matter of “boosting brand visibility”; it also requires a consistent strategy, clear direction, and practical solution frameworks.
In this context, Brand Experience (the customer journey) plays a central role. The important thing is to create a seamless experience for customers from online to offline: the messages, imagery, journey, and emotions that customers receive must be coherent.
To achieve this, brands need to harmoniously integrate Strategy – Creative – Technology. In practice, many brands have combined this with other supporting strategies, creating touchpoints before, during, and after the event. This helps banks enhance the overall effectiveness of brand communications.
1. Combining with Product Launch and Experiential Digital Engagement: The launch strategy for MSB Mastercard mDigi with the “Bật chất Gen Digi” music event
When launching the MSB Mastercard mDigi card within the “Bật chất Gen Digi” music event, MSB demonstrated both creative solutions and strategic system-thinking. MSB placed the product within a music environment that most clearly reflects the spirit, lifestyle, and expectations of young customer segments. The event combined diverse digital experiences: QR check-in, AR photobooths, interactive mini-games, and instant offers. Through this, MSB positioned mDigi not only as a financial tool, but also as a symbol of a modern, dynamic, and expressive lifestyle.
2. Combining with Loyalty & Priority Banking Experience: “Thanh âm tinh hoa” – An exclusive art and music series honoring priority customers
With the “Thanh âm tinh hoa” series, MSB wanted to express a different philosophy: long-term relationships with customers are built through carefully crafted experiences that deliver genuine emotional value. Choosing symphonic music – the foundation of many musical forms – not only creates a refined listening space but also fosters a sense of natural, pure connection.
Through this recurring series, MSB affirms its deep appreciation for priority customers and signals its desire to accompany them over the long run. This is how the brand maintains its identity as a standards-driven bank, while nurturing a deeper and more meaningful relationship with one of its most important customer segments.
3. Combining with Sports Sponsor & Lifestyle Branding: VBA Star X & MSB – when music and sports share the same beat
As part of its collaboration with VBA Star X, MSB has woven music into basketball games as an energy-creating tool, turning the league into a multi-sensory experience for young audiences. Activities ranging from opening performances to halftime shows and live interactions in the arena allow the brand to appear in emotionally rich, relatable, and energetic moments for a new generation of customers.
* From a brand management standpoint, what do you think banks need to pay particular attention to in order to deploy Music & Sponsor Event Marketing in a way that is subtle, appropriate for target customers, and aligned with brand positioning?
Given the nature of the banking and finance sector, many people believe music and finance are hard to connect. But in my opinion, if we identify the right intersection, music can become a powerful medium for banks to deliver their messages effectively.
Every time we execute a music event sponsorship campaign at MSB, we always start by defining the role of the bank in that sponsorship: not to become an entertainment brand, but to spread positivity, inspire, and stay true to our “Cùng vươn tầm” (“Advancing together”) philosophy.
We choose events, messages, and formats of presence based on how well they resonate with our brand story. Each program is an opportunity for MSB to demonstrate understanding, companionship, and long-term value for customers.
In my view, a strategy is only effective when it comes from a genuine place, with the intention to inspire and bring positive energy to the community. That is when the bank’s image becomes more refined along the customer journey, and the brand story we tell also feels more authentic and relatable.
The “Bật chất Gen Digi” mega concert by MSB to launch the MSB Mastercard mDigi card
Source: MSB – Vietnam Maritime Commercial Joint Stock Bank
IV. The impact and value of Music & Sponsor Event Marketing for brand communications in the banking and finance industry
It is clear that Music & Sponsor Event Marketing is a relatively new but highly effective approach in brand communications for the banking and finance sector. This strategy not only meets the growing demand for experiences but also helps brands differentiate themselves. Each consistent, well-crafted experiential activity creates emotional touchpoints that allow banks to imprint their story in customers’ minds, thereby reinforcing brand positioning.
Moreover, by tapping into customers’ “emotional frames”, brands increase the likelihood of influencing purchasing behavior through positive moments. Customers’ willingness to actively experience financial services and products at events can open up real growth potential.
* After implementing music event sponsorship campaigns, how do you think the relationship between the brand and its customers has changed?
As a bank that prioritizes customer experience, MSB has observed that the relationship between the brand and customers often improves after sponsorship campaigns. When the brand appears in emotionally rich moments, the distant and formal image of a bank is perceived in a more “human” way.
More importantly, we have seen a clear increase in trust and goodwill towards the brand. Customers feel a stronger sense of alignment with us and are more willing to deepen their relationship with the brand. This is essential for building long-term relationships.
* From your perspective, what new insights about customer–brand interaction have music sponsorship campaigns revealed? And in your opinion, how should banking and finance companies shape their communication strategies to sustain strong customer engagement in the coming period?
In my opinion, music event sponsorship campaigns have helped confirm an important truth: customers respond much more strongly to authentic experiences, so we should not stop at advertising messages alone. They want the brand to appear in a context that fits their culture while delivering clear value, not just talking about products and services.
For long-term brand communication strategy, I suggest that banking and finance brands consider adjusting in three directions:
- Shift from one-way communication to creating experiences and interactions where customers can participate and co-create content with the brand.
- Shift from focusing solely on functional benefits to communicating life values such as financial autonomy or a positive lifestyle.
- Build multi-touchpoint relationships that carry emotions from events into social media and product experiences.
In other words, to stay connected with younger customers, brands not only need to be present but must do so in the way customers want, at moments that are meaningful and emotionally resonant to them.
Ms. Thơm emphasizes that authentic experiences are key to maintaining brand–customer relationships
Conclusion
In the context of the banking and finance industry, brand communication strategies need to be implemented in an innovative, consistent, and holistic manner. As user behavior becomes increasingly diverse, brands must find subtle ways to reach and accompany customers. That is how they build an image that is both approachable and trustworthy, while strengthening customer loyalty.
Music & Sponsor Event Marketing, combined with the entertainment-driven, culture-rich lifestyle of younger customer groups, offers a major opportunity for brands to appear intelligently, subtly, and in a way that feels close to Gen Z.
However, this opportunity comes with risks and challenges. Brands must think carefully to optimize effectiveness: controlling costs, collecting useful data, and ensuring that brand image is positioned correctly and in line with the times.
For Novaon, this was not just an interview, but a strategic conversation. These insights serve as inspiration for Vietnam’s banking and finance sector to shift its mindset – from short-term to long-term, from operational to generative, from content to value systems. Ultimately, sustainable brands are not defined by what we say, but by how we operate and communicate the right values.
With its capabilities in consulting and deploying integrated communication solutions, Novaon Digital has been and continues to accompany brands in designing differentiated experiences that connect the values of banking and finance businesses with their customers. Music & Sponsor Event Marketing is not only a way to tap into customer emotions, but also a path toward sustainable growth and stronger brand positioning starting from the Vietnamese market.
