BSI Awards | Case Library | VIB | DẪN ĐẦU XU THẾ SINH LỜI

CASE STUDY VIDEO

STRATEGY

Gen Z is notoriously ad-blind, especially when it comes to traditional banking. They care about “smart spending” and instant gratification, not strict financial discipline. Furthermore, they distrust institutional advertising, relying heavily on peer reviews and creator validation. The challenge for VIB was steep: How do you make a high-yield financial product “Smart Duo” (VIB Smart Card & VIB Super Account) appealing to a generation that ignores financial jargon?To solve this, VIB built a data-led influencer selection strategy grounded in social listening and behavioral insights across TikTok, Facebook, and Threads. Analysis showed that Gen Z audiences over-index on entertainment-driven creators (Music idols, reality show personalities) for discovery, while relying on mid-tier creators and peer communities for validation and action. Based on this, VIB deployed a tiered KOL ecosystem with clearly defined roles: Top-tier idols acted as cultural entry points to spark mass awareness and emotional relevance; macro and mid-tier creators translated complex financial benefits into relatable “smart spending” narratives; while micro creators and fan communities functioned as trusted advocates, driving tutorials, social proof, and conversion at scale.Rather than one-way endorsement, each layer was designed to play a distinct role in an advocacy funnel - from attention, to education, to action - ensuring that influence flowed both top-down and peer-to-peer. This structured KOL approach allowed VIB to reframe a functional banking product into a socially validated lifestyle choice, effectively bridging the gap between financial complexity and Gen Z’s everyday decision-making.

INSIGHT

"If you support my idol, I'll support your brand.” Gen Z doesn’t want to be lectured about money; they want financial tools that fit seamlessly into their lifestyle. Beyond mere functional utility, the Vietnamese entertainment landscape is defined by a powerful fandom culture of “Sponsor Patronage” (Văn hóa bế nhà tài trợ), where fans are fiercely loyal to the creators and idols they admire. This behavior creates a unique opportunity: when a brand authentically partners with a beloved idol or show, the fandom itself becomes a self-propagating advocacy engine.VIB leveraged this insight by sponsoring Anh Trai Say Hi, one of the top shows resonating with Gen Z, featuring a lineup of top-tier KOLs and idols that the target audience already adores. Understanding that Gen Z’s engagement is emotional as much as rational, VIB positioned its “Smart Duo” product within the content ecosystem that fans are already highly invested in. By supporting idols that Gen Z cares about, VIB was able to harness the fandom’s natural advocacy, turning admiration for creators into active brand promotion. This insight directly informed the campaign’s multi-layer KOL and social media strategy, ensuring that each influencer’s role from mass-awareness idols to micro-creators and fan communities - aligned with the underlying social behaviors and content consumption patterns of Gen Z.

CREATIVE IDEA

LEADING THE PROFIT TREND (DẪN ĐẦU XU THẾ SINH LỜI)

VIB moved beyond traditional sponsorship by hijacking Vietnam’s #1 cultural phenomenon: Anh Trai Say Hi Season 2. The core idea was bold yet simple: transform banking from a transactional activity into a fandom-driven experience. Recognizing that Gen Z responds most to creators they emotionally invest in, VIB intertwined its “dual earning” Smart Duo proposition with the show’s massive Halo Effect, leveraging top-tier idols as both cultural entry points and product advocates.The campaign layered creativity across all levels of influence. Top-tier idols sparked awareness and set trends, while macro and mid-tier creators contextualized complex financial benefits into relatable “smart spending” narratives. Micro-influencers and fan communities amplified engagement, translating fandom energy into actionable in-app behaviors. By turning everyday financial tasks into a shared entertainment journey, VIB transformed the traditional banking funnel into a dynamic advocacy engine, where social buzz, influencer content, and peer-to-peer promotion flowed seamlessly from the show to the MyVIB app and offline experiences.This approach not only captured attention but also gamified the financial journey, turning Gen Z’s emotional attachment to idols into measurable brand outcomes, proving that creative channel and KOL leverage can convert cultural relevance directly into business results.

CONNECTION PLAN

VIB designed a multi-layered influencer and advocacy strategy that drove users from social buzz directly into the MyVIB app, and out to the physical world:

Phase 1: The Spark (Social Triggers & PR) Before the show even aired, VIB hijacked social conversations with highly shareable Fake OOH stunts and a bold TVC takeover. This was immediately followed by a high-profile appearance at the show’s Official Press Conference, signaling to the fandom that VIB was officially entering their world.

Phase 2: Edu-tainment via Top-Tier Influence VIB utilized the show's "Anh Trai" (Ngô Kiến Huy, Bùi Trường Linh, Vương Bình) not just as faces, but as financial pioneers. Through natural product placements in the episodes and interactive Livestreams, the idols broke down complex banking terms (like 9.3% yield) into Gen-Z-friendly "smart spending" tips.

Phase 3: The Gamification Funnel (In-App Advocacy) This is where awareness turned into daily action. VIB launched the "Vũ Trụ Sinh Lời" gamification hub on the MyVIB app. To get voting tickets for their favorite "Anh Trai," fans had to complete in-app financial missions. Fandoms immediately mobilized on Threads, TikTok, and Facebook, sharing "How-to-vote" tutorials and mission-hacks. VIB successfully turned a banking app into a daily entertainment tool fueled by idol advocacy.

Phase 4: The Ultimate Offline Advocacy (Concert & MGM program) The heat peaked at the Anh Trai Say Hi Concert. The massive VIB Booth became a UGC factory. Empowered by the offline experience and the in-app voting hype, fans aggressively pushed VIB’s Member-Get-Member (MGM) program. They actively recruited peers to open VIB cards, transforming the fandom’s emotional attachment into hard, measurable business acquisitions.

OBJECTIVE-BASE KPI

[7] objective: Increase In-app Engagement & Transactions | platform: MyVIB App | metrics: Active Users / Plays / Transactions | kpi: 500,000+ active users | result: 1,000,000+ active users, 5,000,000+ plays, 10,000,000+ financial transactions | compare_with_benchmark: Above industry standard | source: VIB Internal Sales Report

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