PHÂN TÍCH CHIẾN DỊCH của VPBANK

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FPT UNIVERSITY- CAMPUS CANTHO
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Individual Assignment [MKT304]
TOPIC: VPBank repositioned with the campaign Light up Vietnam

Student Name : Le Hoang Lieu
Student Code : CA161077
Letter : Phan Dinh Huan
Class : MC161077
MKT304

Can Tho , 30/6/2022


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Table of contents

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I.

Abstract:

True to the name Light Up Vietnam, the music festival promises to open an impressive "light

up" journey with a system of nearly 700 international standard lights on a large stage up to
110 m long. With elaborate staging by top names in the music production world like
musician Huy Tuan, Light Up Vietnam promises to be filled with impressive mixups and
mashups, inspired by the intersection of generations. children boom with sustainable
prosperity values.

Besides, the music festival is an important milestone in the big campaign "Light Up
Vietnam" of the "green bank", marking the new brand positioning and the mission "For a
prosperous Vietnam" that VPBank announced at the beginning of April. The human meaning
of Light Up Vietnam helps the program quickly receive nods from famous stars and art
producers. The program contains the desire to build and develop the country of many
generations of Vietnamese people. VPBank and its artists want to "light up" this positive
energy and call for joint action "For one Vietnam". prosperous".
I.

II.

Liturature Review:
Here are the articles and reviews of experts in the field of media in Vietnam:
Article from Advertising Vietnam page: k/nMjoPlS
Article from Brands Vietnam page: k/AUV3N57
Article by Vietnamese youth newspaper: k/zbPMMYg
Reviews of Zingnews site: k/xg6dDJq
Introduce:
With elaborate choreography by top names in music production like musician Huy Tuan,
Light up Vietnam will be filled with hit mashups and collabs, inspired by the intersection of a
generation. children boom with sustainable prosperity values. Young names with
breakthrough energy such as Hoang Dung, My Anh, GDucky, Erik will stand shoulder to
shoulder with senior artists with sustainable energy such as Ha Anh Tuan, Ho Ngoc Ha, Toc

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Tien . The combination of these two energies will bring unprecedented, explosive
performances and really light up Vietnam from a musical perspective .

III.

Light Up Vietnam will also be Ho Chi Minh City's first large-scale entertainment event after
nearly a year of separation. VPBank has invested and prepared very well for the event, with
the hope that the program will start the "revival" of vibrant festive colors as well as promote
an optimistic Vietnamese spirit. resilient after the pandemic. Light Up Vietnam promises to
become the next highlight to enrich the top music series under VPBank's brand such as
VPBank Private Concert, VPBank Legend Concert. And more than that, the program's
extreme music experience will be a great spiritual gift that the bank wants to give exclusively
to GenZ generation, the owners who hold the prosperous future of the country.
Brand overview and historical background:
Established in 1993, VPBank has established itself as a "national" bank with strong resources
and quality operational services. Accompanying that is the somewhat outdated and
antiquated recognition for VPBank brand people.

The wave of rejuvenation and brand repositioning is also being favored by "big" corporations
not only in the financial - banking sector but also in many industries. As a new decade
unfolds, with the rapid transformation of a new generation of consumers, and digital
technology, it's time for names to take on a new look. The community has been constantly
seeing many recent repositioning campaigns.
Facing a new and completed positioning, VPBank's biggest challenge at that time was a
communication campaign to activate, spread and rejuvenate the brand with enough new

VPBank colors.
IV.
Analysis:
1. Problem:
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With such a large and potential market, what problems does VPBank have? And what are
those challenges?
The first is the legal framework , which is one of the important factors affecting the
development of banks in the digital era, for example, obstacles in the law on electronic
transactions, authentication of electronic signatures. , digital signatures, electronic contracts
in banking transactions….
Infrastructure limitations, related to the construction of synchronous and centralized digital
infrastructure, connection technical standards, data standards, shared databases , security and
privacy infrastructure ….
The participation of financial technology companies in cooperation with banks raises issues
such as: security , safety, information security... The increasing trend of high-tech crime with
many tricks new and increasingly sophisticated. Specifically, the risk of revealing OTP SMS,
risks from relatives, risks from fake accounts, and buying and selling using fake identity
cards to open accounts. When customers are scammed, money moves very quickly through
fake accounts. This leads to not being able to identify the person performing the transaction,
making it difficult to investigate and recover money for customers.
The development of science and technology poses a big problem for the bank, to invest in
new technologies requires a large capital investment, and the bank's human resources need to
have adequate knowledge and capacity to embrace new technologies and these skills.
2. Target:

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With the main goal of repositioning and re-expanding the market of enterprises in Vietnam.
VPBank has built the “Light Up Vietnam” campaign with the following communication
issues:
Launching and intending to reposition its position in the market with the message "For a
prosperous Vietnam" through which it makes it easier for businesses to identify their brands
in a timely and evenly distributed manner. on the market.
Prove that VPBank is carrying out its brand mission in association with national interests –
sticking to 4 core values (Clearness, vision and ambition, adapting to change, empathy) to
constantly strengthen strengthen and enhance brand value .

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the trust and love of customers for the brand and from here VPBank will have a connection
with the Vietnamese market.

3. Strategy:

With VPBank's new positioning factors, large but somewhat ancient scale, and a wave
of saturated repositioning, the brand needs a communication campaign that is
impressive enough, deep enough and touches people's hearts close enough. close to
creating worthy success.

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VPBank Realizing that to be able to change the way of thinking, brands need a strong
creative idea base and take advantage of online-to-offline touchpoints and key opinion
leaders (KOLs) through different channels such as the Internet. society to gain the
ability to direct and spread the message. At the same time, with the goal of deepening
the perception of customers , brands need to promote the spread of images, colors and
languages in the context of daily activities, and create activities that customers desire .

thirst to participate. Finally appear with high frequency and become part of the lifestyle
and choices of customers.
The "Light Up Vietnam" campaign approaches the implementation of the Light Up concept
literally when taking advantage of outdoor billboards in large areas combined with led
buildings to "light up" and cover the iconic blue color throughout Vietnam. Male. This

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activity covers the main identity and image of the campaign to the eyes of the community
more effectively .
In the social field, the 4 KOLs represent new definitions of prosperity: Physical, Mental,
Financial, community that have skillfully entered people's hearts with messages in close
nuances. From here, follow -up activities such as sharing of KOLs, hot pages, and hot groups
also achieve strong communication effects. Opening the Prosperity Challenge with an
attractive prize value, VPBank gave the right to define prosperity back to the audience,
receiving high interaction.

4.

Campaign results:

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4.1 Event:

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15,000 spectators

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3 million livestream views

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30 livestream platforms

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Guinness record: Lighting show technology combined with LED Matrix technology has the
largest scale in Vietnam .

4.2 The entire campaign:

V.

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60 million hits

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5 million interactions

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6 million views

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5 million actions

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15,000+ Prosperity Challenge Entries

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top 1 Outstanding bank on social media according to YouNet Media April 2022.

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top 4 Outstanding events on social media according to BSI April 2022.
Campaign rating:
It can be said that the success of the campaign is an exciting start to VPBank's much larger
strategies and ambitions, for a prosperous Vietnam. This is the first large-scale entertainment
event held in Ho Chi Minh City after nearly a year of separation, it has spread the meaning of

new prosperity values that VPBank pioneered to the community, that arouses the desire to
conquer new heights in every young person.

VI.

Conclusion :
The creativity embodied in the bright blue light has helped VPBank spread its new
brand postioning to millions of people, reaching not only consumers' awareness but also
deep into the subconscious and actions of consumers. The campaign has brought back
memorable numbers and left an unforgettable impression on people's hearts, the LIGHT
UP VIET NAM communication campaign also marked the successful return of VPBank
after a long time of difficult epidemics. .
With the success of this campaign, VPBank has strengthened its position. However, the
campaign still has some problems such as only reaching the young people but forgetting
the potential customers are middle-aged and elderly people. Because this market also

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has a very high market share. Hopefully in the near future VPBank will have largerscale campaigns and reach more customer groups.

VII.

Refereces:

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HuyenTran,June27,2022,advertisingvietnam.com, thinh-vuong-moi- p19846 .

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GiangDiLinh, April 15, 2022, zingnews.vn, />
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Mai Sao , 05/04/2022, ngooilambao.vn , -nam-thinh-vuong-n55014.html

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LuongHanh, February 23, 2022, marketingai.vn, />
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