BSI Awards | Case Library | TPBank | EM XINH SAY APP ĐỈNH

CASE STUDY VIDEO

STRATEGY

Young Vietnamese consumers are digital natives who live, work, and transact on mobile. Yet despite their mobile-first behavior, many still lack financial literacy, rely heavily on cash, and feel intimidated by traditional banking procedures. This gap creates a broader societal issue: Vietnam’s youth need accessible, intuitive digital finance tools to participate confidently in the nation’s cashless transformation. Guided by the philosophy “Vì chúng tôi hiểu bạn,” TPBank set out to solve this challenge by promoting financial inclusion and responsible digital finance adoption. The bank introduced a next-generation Super App powered by smart features that simplify daily financial actions—helping young people build healthier money habits and reduce dependency on cash. To make digital banking culturally relevant, TPBank embedded the message within youth culture through the EXSH sponsorship. Instead of pushing functional banking messages, the campaign activated a strong “from show to social” ecosystem, using idols as cultural translators who help demystify banking for young audiences. By associating everyday financial actions with familiar entertainment formats, TPBank positioned the Super App as an accessible enabler of digital confidence. Through this strategy, TPBank not only drove product usage but also contributed to a broader social goal: empowering Vietnam’s younger generation to step into a secure, transparent, cashless future.

INSIGHT

Vietnam is undergoing a rapid shift toward a cashless society, yet many young people are uncertain about financial management. They often perceive banking as complicated, fear making mistakes, or lack the knowledge to choose suitable financial tools. This creates a societal gap: Gen Z embraces digital life, but not digital finance. At the same time, Gen Z relies heavily on idols and online creators for guidance. When an idol embraces a lifestyle or product, young fans feel more confident adopting it. This trust dynamic goes beyond fandom—it becomes a cultural mechanism that helps youth navigate complex decisions. The insight uncovered was Gen Z needs simple, relatable financial guidance—and they trust cultural figures more than traditional banking messages. They are willing to change behavior, but only when the experience feels intuitive, safe, and socially validated. Recognizing this, TPBank leveraged idol influence not just for entertainment value but as a bridge to reduce financial anxiety. By letting idols demonstrate easy, real-life app actions, the campaign reframed digital banking from something “technical and intimidating” into something “familiar and empowering.” This insight aligned the campaign with a broader societal impact: helping young Vietnamese build confidence in managing money digitally, supporting national goals for financial inclusion and digital transformation.

CREATIVE IDEA

The creative idea “EM XINH SAY APP ĐỈNH” transformed a banking message into a youth-driven cultural movement that encouraged positive financial behavior. Built on two layers, the idea first used sponsorship and on-air exposure to embed TPBank naturally into the EXSH storyline. Then, it converted idol-led moments into social content that demonstrated how easy and intuitive the TPBank Super App can be. Instead of traditional financial education—often perceived as boring or complicated—the campaign used emotional storytelling and relatable idol reactions to break down barriers. Idols showcased simple actions: transferring money, saving, paying bills, or managing daily expenses—all within seconds on the app. These behaviors became culturally “cool,” making digital finance feel accessible to every young person. Crucially, the creative idea was designed to shift a societal behavior: 👉 From: Cash-reliant, hesitant, low-confidence financial habits 👉 To: Confident, digital-first, transparent money management through the Super App By inspiring young audiences to try the app and adopt cleaner financial habits, the campaign contributed to the broader social objective of accelerating Vietnam’s cashless transition and improving financial inclusion among youth. Through storytelling instead of lecturing, the idea turned responsible financial behavior into a lifestyle—delivering genuine societal impact beyond communication results.

CONNECTION PLAN

At the show’s peak, the campaign kicked off with teaser voice hints from EXSH, triggering curiosity around a special collaboration. TPBank then officially launched “EM XINH SAY APP ĐỈNH” through fake billboards and idol collaborations, introducing three key features: Mastercard FEST for concert experiences, Sinh Lời Kép for spending and saving, and ChatPay for fast transfers. To drive both awareness and conversion, the campaign adopted a shoppertainment approach. E2E livestreams functioned as show spin-offs, guiding users from entertainment to interaction. Each segment became a gamified journey—from Mastercard FEST Battles and Smart Math challenges to Gen Z-style ChatPay flexing—where idols drove downloads and registrations through performance-led engagement. Post-livestream, TPBank sustained engagement with customizable app-theme minigames allowed fans to personalize their interface with idol aesthetics, boosting traffic and new users while reinforcing a “listening and understanding” brand image. From Online to Offline, TPBank never missed young adults’ experiences. The brand activated the two-day concert with exclusive privileges and Meet & Greets, incentivizing sign-ups and strengthening emotional connection. A signature on-stage collaboration positioned the brand as the fandom’s “Banking Idol,” creating a shared peak moment. Beyond core fans, the campaign sparked strong crossover effects. Creators amplified real usage under #EMXINHSAYAPPDINH, turning the app into a digital flex and establishing TPBank as a must-have lifestyle platform for young adults.

OBJECTIVE-BASE KPI

EM XINH SAY APP ĐỈNH

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