Techcombank: The bank for the "why not?" generation

Techcombank launched its new sub-brand Techcombank Inspire as the driving source of business to cut through in the Vietnamese banking category, make it the best bank of choice, and open a loyalty engagement pathway.

Campaign details

Brand: TechcombankAgency: dentsu RedderRegion: APAC



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...

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