BRAND CHALLENGE

BANKING APPS – A BIG “WHAT’S IN IT FOR ME?”

While banks offer a lot of WHATs, users are not very clear the WHYs in their lives

"… Lead the digital transformation of the banking industry by continuously bringing
a breakthrough in service speed, innovation, and tailor-made financial products and services
with high technology for customers."

Basic AR-enabled FREE

Chatbot & AI text-
Banking location finder/ desired
to-speech/
Services for Friend zone account
speech-to-text
FREE number

MOSTLY ALL BANKS BIDV Techcombank

OTHER BANKS' Basic FREE Smart Kids
Personal
Finance
APPS Banking
Services for
FREE
desired
account
number
banking features
Manage-
ment

THE RACE FOR BETTER & CUTTING-EDGE FEATURES SOMEHOW NEGLECT TO

HIGHLIGHT THE ROLE OF THEM IN USER’S LIVES
AS THE END BENEFITS ARE NOT WELL-ARTICULATED & DESIGNED FOR A SPECIFIC AUDIENCE GROUP.

C1 - Internal use
MEET "HENRYs"
HENRYs (the High Earners, Not Rich Yet)
22 to 35 years old | Annual income over 30 - 35k USD.
High spending, progressive mindset, digital savvy & highly influential.

POTENTIAL >10% of Vietnamese population (~10 million people)

SIZE OF Not only a sizeable audience segment, HENRYs also have high influence
over the next generations with aspirational lifestyle & good earning power.
PRIZE

~70% of Vietnamese are financially illiterate (including the HENRYs).

On a hand, the HENRYs are On the other hands, as they don’t have
willing to spend for their much savings, it is struggling for them
THE experience and will not when discussing about their long-term
DILLEMA sacrifice to live on a budget. future.

As a result, willing to spend as they are, they sometimes feel guilty about
spending for their life experience.

"I want to live life to the fullest. I'm willing to spend money on exciting life experiences
or aspirational lifestyle.
However, I still feel guilty or stressful about that sometimes as I can't save money for
future or know how to invest effectively while sustaining my lifestyle.

C1 - Internal use
 WHAT IF... SPENDING = EARNING?
We know you know it’s not a waste when spending for your youth experiences.
Whether it is a trip a vocational course a gym membership Or a fancy smartwatch

It earns you a once in a life-time experience

A pride of your efforts A closer bond with your beloved
A better health A sparking joy Or who knows, a new profession?

VIB believe your spending for experience can earn you

financial and emotional benefits. Hence we are here to assure
you get the most of the flexible experiences in life.

C1 - Internal use
 INTRODUCING VIB FLEX Token (FLEX = Flexible + Experience)
An auto-customized rewards program to earn from MyVIB 2.0
Flexible, based on your Experience
WHAT IT IS HOW IT WORKS
VIB Flex Token (VFT) is the exclusive currency on MyVIB Empowered by Machine Learning & Big data, MyVIB 2.0 continuously
2.0, which celebrates your flexible valuable experience learns about your passion points as you spend, hence constantly
and gives you auto tailor-made rewards, only for you. update your rewards with VFT.

Real-time auto customized Rewards & recommendations

no pre-registration Widely used in VIB network,
only valid through MyVIB 2.0
Far-gone to register a cashback account
This unique currency can also be used
sticking only to Ecom or Travel.
within the network of VIB partners, via
payment made on MyVIB 2.0.
Now with MyVIB 2.0, we learn about your
most consumed categories and constantly
The reward list also reflect your spending
update your cashback/reward schemes
habit to give you the best-fit rewards.
to fulfill your flexible experiences.

(For illustration purpose only)

C1 - Internal use
 VIB FLEX TOKEN (VFT) USER JOURNEY
USER "BUY" EXPERIENCE AND "BURN" VFT AT THEIR CHOICE
VIA MY VIB2.0 APP OR WITH HELP FROM OUR AI CHATBOT!

SPEND BACK VFT RIGHT AWAY

TRAVEL LOVERS: ON MY VIB2.0 APP TO ...
book flight tickets/ THEN EARN - Purchase FREE items like flight tickets
pay for hotel or - Redeem exclusive vouchers
AUTO-CUSTOMIZED VFT - Get direct discount on electricity bill
local agents
ON EVERY EXPERIENCE!

CONSULT WITH AI CHATBOT FOR PERSON

ALIZED FINANCE ADVICE
- Lifestyle-based saving plans with better
FOODAHOLIC: interest rate using V.E.T & cash (e.g.
pay for your fine saving for next Europe trip)
dining/ share the - Proposed investment portfolio based
coffee bill on favorite experience a.k.a.
your "know-quite-well" areas

EARN MORE: Automatically earn 3%

VFT rewards for every purchase in
TREND CATCHER:
top spend category, and 2% on all CONNECT & JOIN RELEVANT LIFESTYLE "TRIBE"
hunt the new
other eligible purchases. VIA FRIENDZONE
iPhone
or recycled shoes - Connect to get financial tips in "buying"
EARN BETTER: some purposeful experience
categories may give you more VFT – - Earn extra VFT by sharing your experience
e.g. donation! tips

C1 - Internal use
 LAUNCHING CAMPAIGN
Inspire our TA to see value of Introduce VFT - VIB auto
spending for their life “CHI” MỘT NGÀY ĐÀNG customized reward scheme
to get the most of your
experience and spend them
smartly NHẬN MỘT SÀNG VFT flexible experience.
(Inspired by a Vietnamese proverb,
Meaning: Spending for Experience one day, earning back…)

DISRUPTIVE AWARENESS & ENGAGEMENT | 10 billion VND | 3 weeks

Objectiv
CATCH ATTENTION FROM HENRYs VIA SHARING THE "VIBE" & SUPPORTING THE LIFESTYLE
e&
Key message: "Let's SPEND-TO-EARN better with the 1st auto-customized rewards based on your experience in MyVIB 2.0 app!"
Message

APPROACH | GAMIFICATION
GAME EVENT:
At TRAVEL seasonality, We’ll turn Vietnam into a treasure
Key "SPENDING" IN ONE DAY – EARNING VFT FOR LIFE!
hunt map.
Hook While travelling, users log in MyVIB2.0, spend to earn or
("CHI" MỘT NGÀY ĐÀNG - NHẬN MỘT SÀNG VFT)
Conquer daily missions to earn more VFT
hunt on-the-go the VIB Flexible Token (VFT)!

PR STUNT & DIGITAL EXHIBITION|SPENDING OR NOT SPENDING?

Stir up the discussion about "over-spending" habits of the HENRYs vs. the true value behind each spend.
Supporti SUPPORTING CHANNELS: Lifestyle KOLs/ Successful KOCs + PR + real-life exhibition.
ng
tactics &
KPIs
DISRUPTIVE OOH ACROSS 63 PROVINCES TO CHALLENGE THE TRAVELLERS!
63 customized OOH billboards across VN will challenge HENRYs/ travellers to explore the famous place there & hunt free VFT in app.

C1 - Internal use
KEY BET - GAMIFICATION “CHI” MỘT NGÀY ĐÀNG
Leveraging summer – the peak time of the year for travelling,
MyVIB2.0 invites you to join the mobile augmented adventure game “Chi” Một Ngày Đàng,
where you can enjoy our auto customized rewards, collect VFT on the go & make the most of your experiences.

STEP 1 STEP 2 STEP 3 STEP 4

Log in to the game Use AR to explore the Complete the missions to earn more VFT Collect extra free VFT
in MyVIB 2.0 VFT Rewards as you go (Transfer via voice, see the auto-customized rewards list on the go
updated daily,…)

C1 - Internal use
 LAUNCHING CAMPAIGN

“CHI” MỘT NGÀY ĐÀNG

NHẬN MỘT SÀNG VFT
User Acquisition| 6 billion VND | 10 weeks

Objective HACK GROWTH VIA LIFESTYLE-BASED USER ACQUISITION WITH FOCUS ON 3 KEY SPENDING CATEGORIES
& Key message: "Spend flex. Earn flex with VFT (VIB Flexible Token). And flex spend – save – invest again!"
Message

TRAVEL LOVERS FOODAHOLIC TREND

Size: >20mil reach Size: >21mil reach CATCHERS
on Facebook for on Facebook for Size: >23mil reach
22 – 35 years 22 – 35 years on FB for 22 – 35
old with "Travel" old with "Foods & years old with
Key interests Drinks" interests "Shopping" interests
Strategy:
- Design exclusive scheme - Direct partnership with famous - Leverage trend-setting KOLs to
Lifestyle-
only available for VFT restaurants/ café chains & offer educate about "Shop-To-Earn"
based
purchasing like free Airbnb 01 night 100% rewards with VFT on 1st through MyVIB2.0 & offer customized
User saving plan (e.g. to buy a high-valued
Acquisiti & use WoM/ PR to spread MyVIB2.0 payment
- Partnership with Vietnam Airlines to - UA ads/ Offline POSM at items)
on - Co-host/ sponsor exclusive
offer free VFT after any VNA flights restaurants showing exclusive
- UA ads featuring travel KOLs to use scheme via VFT purchasing on events where the users can acquire
MyVIB2.0 as a "smart" hack for MyVIB2.0 like free dessert at the special items with VFT only
earning extra & investing into favorite restaurant/ extra vouchers - Tap into lifestyle communities & offer
tourism companies for other restaurants in the city exclusive scheme for the community
Expected KPIs: 0.6 million users (e.g. special credit card)
Expected KPIs: 0.8 million users
Expected KPIs: 0.5 million users
C1 - Internal use
 CATEGORY TRUTH VIB FLEX TOKEN (VFT)
• Banking apps currently is racing in terms • VIB Flex Token (VFT) - exclusive currency on MyVIB 2.0,
of WHATs (New, better, cutting edge which celebrates your flexible experience and gives you
features) auto tailor-made rewards.
• However, the race lacks the WHYs
(“What’s in it for me?”) in users’ lives • With machine learning and big data, we learn about

“CHI” MỘT NGÀY ĐÀNG your most consumed categories and constantly update
your reward schemes to fulfill your flexible experiences.
No need to pre-register, no stiff fixed categories

TARGET USERS NHẬN MỘT SÀNG VFT • The VFT ecosystem of benefits include: rewards, chatbot
consultation & passion community building.
• HENRYs (High earners, but not rich yet)
• Willing to spend for experience, never A gamification led IMC campaign to introduce
sacrifice the good experience to live on a
budget.
• However, they sometimes feel guilty
about their spending as they don’t have
VIB FLEX Token IMC CAMPAIGN
much money in savings or investment.
(FLEX = Flexible + Experience) • JTBD: Inspire HENRYs to see value of spending for their
life experience & introduce VIB FLEX Token (VFT).

APPROACH • Big Idea:

“CHI MỘT NGÀY ĐÀNG – NHẬN MỘT SÀNG VFT”
• SPENDING = EARNING Leverage summer – peak travel season to trigger
awareness and engagement, then lure users to try
• VIB believe your the app via lifestyle-based targeting & messaging
spending for experience
can earn you financial • Key bet: Gamification “Chi Một
and emotional benefits. Ngày Đàng” mobile augmented
adventure game
• Hence we are
here to assure • Supporting activities:
you get the most PR & KOLs
of the flexible Digital Exhibition
experiences in Disruptive OOH in 63 provinces
life Lifestyle-based user acquisition

C1 - Internal use