Case Study: How VIB Went from ‘Trend Spotting’ to ‘Trend Setting’ with ‘Say Hi’

Capturing the hearts of the youth through music reality shows

In recent years, music has continued to reign as a favorite pastime for global audiences. A recent survey by AAA and Bread Financial (USA) found that 37% of Gen Z and 39% of Millennial respondents spent $500-5,000 (12-120 million VND) on music events. In Vietnam, VISA revealed that 41% of its users spent money on domestic and international travel solely to attend concerts and meet their idols, ranking second in Asia-Pacific in 2023.

Many big brands have seized this effective marketing opportunity by partnering with music reality shows, sparking unprecedented competition on Vietnamese television. VIB, a leading bank in Vietnam, was one of the first to embrace this trend, partnering with popular shows such as The Masked Singer Vietnam, Let’s Feast Vietnam, and most recently, Anh Trai ‘Say Hi’.

Music reality shows offer an effective way to convey brand messages and connect with young audiences. Therefore, the reality shows that VIB chooses to partner with often share a common trait: creative formats that bring a fresh, youthful, and modern vibe while capturing the pulse of TV viewers.

Observing VIB’s approach across multiple shows, one can see their constant innovation. For instance, while the success of 2022-2023 came from “catching the trend” by sponsoring The Masked Singer, a popular South Korean show, Anh Trai ‘Say Hi’ is a bold move by VIB to “set the trend.”

Despite only airing eight episodes, Anh Trai ‘Say Hi’ has quickly garnered billions of views globally—a feat that took The Masked Singer 16 episodes to achieve. The show has also dominated the charts, with multiple songs reaching Top 1, 2, and 3 on YouTube Trending within 24 hours of release, topping Music Trending, and creating a viral sensation on social media with its catchy tunes and dance moves that have gone global on TikTok.

As the show progresses, the competition intensifies, and the excitement grows. The program’s popularity is sure to surpass the billion-view mark!

Trendsetting the VIB Way

Anh Trai ‘Say Hi’ is a TV show that perfectly aligns with VIB’s target audience and brand message. The cast of 30 “brothers,” comprising singers, rappers, and actors, mostly in their 20s and 30s, boasts immense talent, good looks, high recognition, and a massive fan following, creating a powerful media resonance for the show.

As a music reality show with substantial production investment, Anh Trai ‘Say Hi’ delivers 100% new songs with a modern musical sensibility that appeals to young audiences in Vietnam and beyond.

Additionally, the reunion of VIB and VieON & Vie Channel, a media entity with over 25 million followers across platforms, further elevates the show’s creative prowess.

Instead of relying solely on traditional advertising, VIB enhances its connection with TV viewers through three subtle, natural, and comfortable approaches. The message, “VIB – Leading the Trend with Cards,” appears during breaks between performances and short music clips, subtly yet effectively emphasizing the bank’s position as a trendsetter through its youthful and modern card ecosystem.

VIB’s innovative credit card lines are seamlessly woven into the artists’ everyday spending stories and the “cheap moments” of humorous interactions in their shared house. In episode 3, Gemini Hùng Huỳnh packs a small suitcase for his overseas shows and advises Ali Hoàng Dương on the benefits of the VIB Travel Elite card, which offers fee-free foreign currency transactions. In episode 5, Dương Domic independently purchases performance shoes using his Ivy Card, specifically designed for Gen Z.

The bank’s influence is also subtly embedded in the stage design, the brothers’ belongings, and the merchandise coveted by their fans, creating a sense of closeness between the audience, their idols, and the bank. Many fans eagerly collected these merchandise items and were thrilled to discover that VIB was offering limited-edition hats and jackets for free to customers who opened a new card account.

In a recent livestream, VIB collaborated with Anh Tú Atus to give away limited-edition jackets with his signature to viewers who followed the bank’s Fanpage, participated in minigames, and signed up for a card through the provided link. This initiative attracted thousands of netizens, including fans of Anh Tú Atus, enthusiasts of Anh Trai ‘Say Hi’, and customers attracted by VIB’s card benefits.

According to many, the “brother” jacket, with its stylish logo placement and high-quality fabric, exudes an elegant and functional appeal. Meanwhile, the “brother” hat, with its youthful design, has become a sought-after item that complements various outfits.

Not only have fans been hunting for these items, but many viewers have also joined the quest, eager to share “cheap moments” with their idols. This has contributed to the viral success of both the show and the bank’s brand.

VIB’s Card Ecosystem Aligns with the “Brothers”

In Anh Trai ‘Say Hi’, VIB presents a range of cards that match the modern lifestyle of its young audience. Each card line has unique features that cater to the smallest financial needs of its users. Additionally, the card benefits are communicated simply and engagingly through specific, realistic, and entertaining scenarios, breaking down the perception of the financial industry as jargon-heavy and dull.

For instance, the Ivy Card, touted by Dương Domic as “the card for Gen Z,” helps establish smart spending habits and effective financial management for young people by offering double rewards when spending and paying off credit card debt on time.

Ali Hoàng Dương and Pháp Kiều, on the other hand, showcase the Super Card, which offers unlimited spending and 15% discounts on travel, dining, and shopping.

For those with a penchant for travel, the Travel Elite card is a top choice, offering a 0% foreign exchange fee for the first three months and only 1% for subsequent months, along with complimentary access to airport lounges worldwide.

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