PRODUCT INNOVATION BẢN LĨNH Team

& MARKETING PROPOSAL MARKETER 2021 4020

CATEGORY TRUTH BRAND TRUTH PRODUCT TRUTH

(Ernst & Young 2020) MBbank App has not been widely recognized

42% with its limited competitiveness in digital

banking category
banks are racing to the most
adapt digital
transformation
reliable bank
under the leadership and direction
of the Central Military Commission
- Ministry of Defense 22.5%

4.1%
20.8%
create fulfilling and 4.9%

convenient experience 5.5%

for customers 14.7%

quickly adapt the trend of

digtialisation, manage a wide range Share of voice in 2020
of product portfolio of digital banking brands
(YouNet Media)
 15 Million of Gen Z - a lucrative source of growth for App MBbank

66.9% 53%
take interest on “Earn - spend their income and
Spend - Save” discussion short-term saving on
personal shopping

(*) “How sophisticated GenZ Eat - Wear - Love and

Influence Social Media trends?” report, YouNet Media)
 Into target audience’s mind

In-depth interview Behaviours MBbank should tap into

I acknowledge that I have to Put away money endlessly, some- helps to specify their desire
The saver save up but I don’t know times with no actual end goal in mind goal with the saving and
exactly what I’m saving ‘up for Believe saving money is the only strive them to achieve it
way to feel more secure in life

I only feel the pain of spending Tend to spend money on unnec- MB hold back your spending
The spender money after hearing “ting” essary things) as A protection in “rainy days”
sound from my message When in emotional distress, the
solution is to spend

I don’t do shopping often. But I start out saving a lot of money, but A personal assistant helps
The saver splurger am subconsciously unaware of then give into spending impulses out them make more responsible
saving when I do of nowhere purchase decisions

But,
They are all
Insight

Driver Barrier
Financially independent Do not see the tangible
to have their own life impact of small saving

INSIGHT
Nhat Le
18-25 Having deeply witnessed the financial difficulties my parents had
Student gone through, I desire to be financially independent soon, to have
First jobber my own life.
Middle Level

Live in big city However, I have neglected spending my income on current

Have a big goal in life personal purchases as I do not see a tangible impact that my small
saving can make at the present.

User persona I wish to save up conveniently for my rainy days and goals
without thinking too much about it while doing current shopping
 STRATEGIC APPROACH

When I am unaware It automatically cares

When I consume It automatically saves
When I need money It automatically provides

MB bank determines to carry out the mission to bring convenient

BRAND banking services, helping Z-ers to have more time and opportunities
ROLE to beat the rainy days, achieve higher goals and overall become
financial indepenent.
 a
Ide

Big
#Rainydayfund derived from the idiom
“Save for the rainy day” - Làm khi lành, để dành khi đau

It delivers of....

o dịch
Nội dung gia

quỹ
NGÀY MƯA
Từ
toán
Tài khoản thanh
86868686xx

Tới

A small amount CUA HANG V

00000011111
INMART+
300.000đ
automatically integrated The more you spend,
into each transaction Số tiền chuy
ển the more you save
D
500.000 VN

oản
Phí chuyển kh
turn on
rainy days
0 VND saving

Phí ngày mưa

3005 VND

Tổng số bị trừ
503.005 VND

Appeal people with feature of

auto-saving for future purposes
At the end of each saving period, we drive users to
make use of their fund for sustainable and meaningful actions

Bạn đã trải qua 30 ngày tiết Bạn đã trải qua 30 ngày tiết
kiệm cho quỹ ngày mưa kiệm cho quỹ ngày mưa

1.508.005đ 1.508.005đ

Ngày của mẹ Ngày mưa Tiết kiệm MB

cuối tháng sinh lời Ageas Life

Hội An trip Ủng hộ Tiền điện T9 Tiền thuế

trẻ em cuối năm

MBbank accompanies them to track - Cross-sell users with other services of MBbank
their goals and use the money - Users can also save for bigger goals rather than
in a responsible way daily consumption
 Campaign Objective

Business Objectives Recruit new 5 millions users in 1 year

Utilize customer experience and product development

Marketing Objectives Position as the “most convenient bank” in Vietnam
with the new feature “Rainy day fund”

Raise awareness to audience of the freshly new feature

Communication Objectives
Make MB App the top-of-mind
super most convenient banking app in Vietnam
 Creative Concept

- encourage TA to strongly defeat... ...the difficult days of their finance state

- represents a military bank’s spirit

Campaign Tagline Key Visual

Đánh bay ngày mưa. Đưa tiền trở lại

beating reliable difficult days

Visual Demo

Hack the use of key visual

to prevent the poster
Mưa đến dù nhiều Tích cực đi làm from being ruined
Vẫn đủ chi tiêu Tích luỹ để quỹ ngày mưa by “the rain”

Học hết sức, tiêu hết mình Làm hết sức, tiêu hết mình
với Quỹ ngày mưa MBbank với Quỹ ngày mưa MBbank
 Customer Journey
OOH Promotion
Social ads Social media SMS
Affiliate Digital ads
FAQ Knowledge
PPC Social seeding Base Email MKT

AWARENESS CONSIDERATION CONVERSION ENGAGEMENT

Digital ads

Seeding
Affiliate Influencer Affiliate App push
PR

Build awareness of Educate about Urge TA to install the app Remind who downloaded
the new feature feature’s benefits and experience to sign up and log in

Find promotion Understand benefits View the interface Like the app & feature

Seek for better experience Realize the need to use Go through the feature Register

Impression/ GRPs/ View/ Engagement (Like, share, Lead/ App User Application/ Customer/
OTS (Opportunity to see) comment), Click/ Leads/ KYC/ Transaction
Bounce Rate, Install
 Creative concept: BEAT THE RAIN
Message: BEAT THE RAIN. GAIN YOUR FINANCE POWER

Duration Phase 1: Awareness Phase 2: Consideration Phase 3: Conversion Phase 4: Engagement

(Aug - Sep 2021) (Oct - Nov 2021) (Dec 2021) (Jan 2022)

Key hook March Marketing Series Video Interactive Ads App push notification
IN APP EFFECT RAINY on digital channels SMS
DAY

Objective Raise awareness on the Educate on the feature’s Push TA to install Urge TA to verify and
Rainy Day Feature on benefits the app register as account
MB App users

PR Affiliate Promotion App Push

Media Social Community Viral Marketing Affiliate FAQ Knowledge Base
Channel Affiliate Influencer Marketing Digital Ads Email Marketing
Influencer Marketing Digital Ads
OOH
March Marketing
Digital Ads
 Phase 1: AWARENESS
Hijack the rainy season in August in both
Nothern & Southern to launch the campaign when it’s still sunny & hot

Rain coat merchandise &

march marketing
to really triggerrrrr

NHAT LE
mbbank 2h

Đừng để tài
khoản tháng này
cũng mưa nhanh
như thế

Instagram AR filter Create heavy rain in app

to make it rain MBbank, only Rainy Day
fund is highlighted
 Phase 1: AWARENESS

Ổn áp: Liệu app MB bank có còn ổn khi

đồng loạt đổ mưa to?

Gặp đoàn người mặc áo mưa giữa trưa nắng,

MBbank nói gì?

Partner with millions Z user platform - Shopee Capture netizens’ attention about
to widespread the new feature the rainy day effect on MB App

(Pop-up banner, Homepage banner) (PR articles, Zers’ social media)

 Phase 2: CONSIDER

Series video ads: Referral marketing &

2 typical portraits of Zers: A student and an officer Zalo stickers: To express opinion on
run out of money at the end of the month, then Set of stickers on Zalo to saving habits among youthyouth and
they seriously concern about saving habits make conversation among suggest TA to experience the feature
friends funnier and relevant
App MBbank with Rainy day fund is an assistant to to brand’s message
help them overcome this issue

Ba mẹ chưa gửi tiền, Lương chưa về

ngày mưa đã liền kề ngày mưa đã đến
 Phase 3: CONVERSION

Apple search ads: Shopee Promotion Supporting tactics

Rank among the top result when youngsters Pop-up banner to call users Facebook Ads CVR/ Lead-
search for bank apps for installing app with form/ Install App
attractive promotion Google App Ads
Tiktok Ads: CPI

ĐÁNH BAY MƯA

ĐƯA TIỀN TRỞ LẠI
 Phase 4: ENGAGEMENT

SMS Supporting tactics

Email
Chatbot
FAQ Knowledge Base
Ngày mưa sắp tới rồi Nhật Lệ ơi

Đăng ký tài khoản MBbank để Ngày mưa sắp tới rồi Nhật Lệ ơi
trải nghiệm tiện ích Quỹ ngày Đăng ký tài khoản MBbank để trải nghiệm tiện ích
mưa ngay thôi! Quỹ ngày mưa ngay thôi!

App push notification

to urge TA to verify and register for MBbank account
Media Campaign Timeline
KPI & Budgeting
 Media Strategy

Each phase together tells a throughout story to

deliver one integrated big idea

With the characteristics of mobile app, Digital

Marketing is the key strategy, following the suc-
cess of affiliate strategy in the first half of 2021.

We clearly define each medium’s role, budget

and marketing timeline.

Cost Allocation Rationaleout

Campaign
 Solve a common problem with a single-minded, simple, feasible
and budget-wise idea

Creative concept opens up a new communication platform that

may disrupt the banking category

Bring out a pioneering & convient feature like the brand’s mission
Place a signature brand image in the audience’s mind

Widespread a new living style and mindset among Viet youth