Techcombank: How Techcombank broke all records of bank promotion with the new formula of promo-tainment?

Vietnamese bank Techcombank created Mr Dai Cat to grow its customer base and increase cash deposits.

Campaign details

Brand: TechcombankAgency: dentsu RedderRegion: APAC



After two years of pandemic recession, cash flow is a crucial factor that all the banks play against the others to recover.

Therefore, Techcombank Cash-Deposit Promotion is swimming within the big promotion sea of sameness, where most players use the same boring formula: Big prize + simple mechanic.

This situation presents a challenge for the brand to disrupt the category and become the most appealing promotion creating the strongest emotional connection and engagement with consumers, beyond big prizes and simple mechanics, to recruit them in this...

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