Techcombank: Casa 2021

Vietnamese bank Techcombank ran an electronic know your customer (eKYC) campaign to acquire new online current account/savings account users, thus growing market share.

Campaign details

Brand: TechcombankAgency: Mindshare VietnamRegion: APAC

Campaign video

Strategy

Objective

Acquisition new to bank customer via casa product is important for bank to develop customer base and maintain a good CASA (Current Account Savings Account) ratio of a bank (ratio of deposits in current and saving accounts to total deposits). The massive growth CASA ratio is also required to strengthen Techcombank's competitiveness & ensure the high growth rate YOY

In Vietnam, whereas many banks offer essentially the same services, it was a challenge for Techcombank to drive differentiation. Zero Fee strategy (no transfer fee...

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