Campaign details
Brand: VPBankAgency: T&A OgilvyRegion: APAC
Campaign video
Strategy
Objective
In the past 3 years, VPBank's credit cards have always been at the number 1 position in the Vietnamese card market in terms of volume and card issued. However, 2020 recorded a slight decrease in total share. Besides the big investment in card product communication activities from competitors, this is because VPBank's leadership is not translated in the consumer mind. At master brand level as well as product level, VPBank ranked low (#7-8), thus poses both challenges mid-term (not able to translate #1 in...