Vietnam Technological and Commercial Joint Stock Bank's (Techcombank’s) industry-leading BEI indicates strong customer recognition of its brand and suggests established loyalty, according to industry metrics.
The growth of Techcombank’s BEI over the past 12-months has been driven by the bank’s 'My Own Greatness' marketing campaign, which targeted Vietnamese consumers’ aspirations for financial independence and personal achievement
The marketing strategy combined AI-driven digital and social media with music from prominent Vietnamese artists, and community engagement initiatives to create a holistic brand experience to appeal to a wide range of the Vietnamese population.
The campaign was recognised at the 12th annual Asia-Pacific Stevie Awards in South Korea in May, where Techcombank took home the Gold Stevie Award for Innovation in Cross-Media Marketing and two Silver Stevie Awards for Innovation in Brand Development and Most Innovative Marketing Team. For the second consecutive year, Techcombank was the only Vietnamese bank to be recognised for its brand development and marketing excellence by the Asia-Pacific Stevie Awards.
The Asia-Pacific Stevie Awards are widely considered to be the world's premier business awards that recognise innovation and excellence in the workplace. This year’s awards received more than 1,000 nominations from companies across Asia-Pacific, and the winners were chosen by a panel of more than 100 business executives from around the world.
Tu Thai Minh Diem, chief marketing officer at Techcombank said, "We are honoured and humbled to have won three Stevie Awards, including our first Gold Award for Innovation in Cross-Media Marketing in recognition of our pioneering campaign. Techcombank combined the power of AI with inspirational music in an innovative way that reached new audiences. The growth of our brand, reflected in our industry-leading BEI, is thanks to the creativity, dedication and spirit of the bank’s outstanding marketing team."
The Stevie Awards acknowledged Techcombank’s pioneering use of AI and music to bring its 'My Own Greatness' campaign to life and build an emotional connection with its customers. Techcombank used Vietnam’s first ever AI-powered song generator to enable customers to create personalised songs to celebrate their aspirations and dreams.
More than 40,000 'Be Greater' songs had been created by users of the AI song generator by the end of 2024, with songs widely shared through social media and giving a significant boost to Techcombank’s brand awareness. Techcombank brought the campaign to a crescendo through a partnership with the renowned V-pop star Soobin Hoang Son to create a new song called 'Go for your Dream'. The song reached seven million views on YouTube within the first two weeks of release, helping to further connect customers with Techcombank’s brand.
A clip from 'Go for your Dream' by V-pop star Soobin Hoang Son
Techcombank also continued to engage with the community through the 'Run for a Greater Vietnam' initiative and the bank’s support for the Hanoi and Ho Chi Minh Techcombank Marathons. In 2024, these events attracted over 30,000 runners, up from 24,000 in 2023, delivering long-lasting positive social impacts by encouraging healthy living and physical fitness in the community. The events also serve to reinforce Techcombank's association with themes of achievement and upward mobility, reflecting aspirations common among Vietnamese consumers.
"The 12th Asia-Pacific Stevie Awards received an impressive array of outstanding entries," said Maggie Miller, president of the Stevie Awards. "This year’s winners have clearly shown their dedication to innovation, and we commend their resilience and imaginative efforts."
"The strength of our brand, coupled to our unparalleled customer centricity and commitment to making a positive environmental social impact, means we are now ready to realise our vision to change banking, change lives and become a Top 10 bank in ASEAN," added Diem.
