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

Engaging Gen Z Through Music Reality TV Shows

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

Recognizing this effective marketing strategy, many prominent brands have chosen to partner with music reality TV shows, sparking unprecedented competition on Vietnamese television. VIB, a leading bank in Vietnam, has been at the forefront of this trend, with notable collaborations such as The Masked Singer Vietnam, Let’s Feast Vietnam, and most recently, Anh Trai ‘Say Hi’.

Music reality TV shows offer an impactful way to convey brand messages and connect with Gen Z. Therefore, the reality shows that VIB chooses to sponsor often share a creative format, bringing a fresh, youthful, and modern vibe while capturing the audience’s interest.

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

Despite only airing eight episodes, Anh Trai ‘Say Hi’ has swiftly garnered billions of views globally—a feat that took The Masked Singer 16 episodes to achieve. The show also boasts an impressive record of multiple songs reaching Top 1, 2, and 3 on YouTube Trending within 24 hours of airing, with many topping the Music Trending charts and going viral on social media. Its catchy melodies and dance moves have become TikTok trends worldwide.

As Anh Trai ‘Say Hi’ enters a more intense and explosive stage, the program’s popularity is sure to soar beyond the billions of views already achieved.

Trendsetting the VIB Way

Anh Trai ‘Say Hi’ is a TV show that perfectly aligns with VIB, from its target audience to its messaging. The cast of 30 “anh trai” (brothers), comprising singers, rappers, and actors, are talented, good-looking, mostly in their 20s and 30s, highly recognizable, and boast a massive fandom. This has created a powerful media resonance for the show.

As a music reality show heavily invested in by its producers, Anh Trai ‘Say Hi’ delivers 100% original songs with a modern musical sensibility, appealing to the tastes of young audiences in Vietnam and beyond.

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

Instead of relying solely on traditional advertising, VIB enhances its connection with TV viewers through three natural and comfortable approaches. The message, “VIB – Leading the Trend in 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 creative card lines are seamlessly woven into the artists’ everyday spending stories and the “cheap moments” they share in their communal house. In Episode 3, Gemini Hung Huynh packs a compact suitcase for his overseas shows and advises Ali Hoang Duong to use the VIB Travel Elite card, which offers free foreign currency transactions. In Episode 5, Duong Domic independently purchases performance shoes using the Ivy Card, designed specifically for Gen Z.

The bank’s imprint is also subtly integrated into 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 jackets and hats for free with new card sign-ups.

In a recent livestream, VIB and Anh Trai Atus surprised viewers with limited-edition autographed jackets as gifts for those who followed the program on the International Bank’s Fanpage, participated in minigames, and signed up for cards via the provided link. This initiative attracted thousands of netizens, including fans of Anh Trai Atus, enthusiasts of Anh Trai ‘Say Hi,’ and those drawn to VIB’s card benefits.

According to many, the “anh trai” jacket, with its stylish logo placement, exudes a luxurious yet understated appeal. Its high-quality fabric and versatile design make it a desirable item. Similarly, the “anh trai” hat, with its youthful image, has become a sought-after accessory, complementing various outfits.

Not only the fandom but also numerous viewers captivated by the show have eagerly sought these VIB gifts to relive the “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 “Anh Trai” Lifestyle

In Anh Trai ‘Say Hi,’ VIB presents a range of cards that align with the modern lifestyle of its young audience. Each card line has unique features tailored to meet the smallest financial needs of its users. Additionally, the card benefits are communicated simply and engagingly through specific, practical, and entertaining scenarios, challenging the perception of the financial industry as dry and jargon-laden.

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

Meanwhile, Ali Hoang Duong and Phap Kieu have embraced the Super Card, which offers the freedom to spend and enjoy 15% discounts on travel, dining, and shopping.

For those with a penchant for travel, the Travel Elite card is a top choice, offering 0% foreign exchange fees for the first three months and only 1% for subsequent months, along with complimentary access to over 1,000 airport lounges worldwide.