MB Bank: Mobile app marketing campaign

MB Bank, a financial services brand, increased app sign-ups and retention rate for the MB Bank app in Vietnam by using a technology tracking platform to gain the support of publishers and turn it into a super app.

Campaign details

Brand: MB BankLead Agency: ACCESSTRADE VIET NAMRegion: APAC

Strategy

Objective
  • Key strategic objective: acquire 2.5 million new eKYC qualified app users within 6 months for MB Bank app.
  • 4 key challenges to overcome:
    • First, the eKYC process for banks was complicated and had no trust from users
    • Second, users are reluctant to verify their identity
    • Third, Vietnamese people are still slow to adopt mobile apps for banking
    • And fourth, the intensive competition from both direct & indirect competitors of MB bank in Vietnam
  • Key metrics to measure the performance result:
    • The number of...

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