Campaign details
Brand: TechcombankAgency: dentsu RedderRegion: APAC
Strategy
Objective
In 2030, the rise of the middle class (25-35 y.o) is projected to grow to 37 million people (in Vietnam), who are driving the economy under the wave of dreams & ambitions.
The Banking Category is moving fast, too. But everything is rooted in the bank's voice, instead of customer's:
- PRODUCT: Most product offerings focus on spending and "bank-defined" life passions (based on age and income)
- EXPERIENCES: Most digital innovations cause customers unease with systematic & emotionless bank-convention procedures
- COMMUNICATIONS: Most communication is produced from the...