A month later, the image of 40,000 fans going wild in the pouring rain at My Dinh Stadium became a powerful brand statement from a bank that dared to break free from traditional limits.
Embracing Emotions at Every Touchpoint
The image of a missing-petaled chrysanthemum, a symbol closely associated with G-Dragon, illuminated on the VPBank Tower.
The campaign didn’t start with a typical banking message but with a subtle approach to cultural symbolism. VPBank cleverly piqued the community’s curiosity by projecting the image of a missing-petaled chrysanthemum—a trademark symbol of G-Dragon’s personal brand.
Speculations and excitement spread like wildfire across social media. And when VPBank officially confirmed G-Dragon’s presence at the VPBank K-star Spark In Vietnam mega-concert, emotions erupted, triggering a wave of organic media coverage—from fan pages to press, and from social media to real-life conversations.
The campaign’s visual language included “easter eggs” that only the fan community could decipher.
The campaign’s breakthrough wasn’t just about inviting a global superstar. More importantly, VPBank chose to veer away from conventional sponsorship paths. They didn’t impose their messages or plaster their logos everywhere. Instead, they let the community tell the story—through the illuminated chrysanthemum on VPBank Tower, through fan-centric articles, and through a series of emotional interactions that the bank quietly observed and amplified. This wasn’t one-way communication; it was a two-way conversation where the brand wasn’t just present but beloved.
G-Dragon’s performance at the VPBank K-Star Spark in Vietnam concert.
Especially for Millennials and Gen Z, who place experiences at the core of their consumption choices, the opportunity to engage with their idol through a bank in a natural and emotional way was irresistible.
Behaviors like opening an account, downloading the app, and transacting were no longer mere technical steps; they became part of a journey toward something they loved. This explains why, just days after the concert announcement, VPB stock rose nearly 10%—a rare occurrence during a sluggish market period. Investors weren’t just reacting to a music event; they were responding to a consistent branding strategy: youthful, creative, and adept at positioning itself in the minds of future customers.
Emotions as a Catalyst for Business Growth
Media buzz was never the sole objective. What mattered more was how VPBank translated emotions into actions and actions into tangible conversions.
The bank designed concert ticket giveaways linked to its range of banking products—from opening special number accounts, increasing CASA balances, and using IDC cards to applying for new credit cards or spending within the payment ecosystem. Each touchpoint intertwined emotions with actions—not just buying tickets but also trying out services, staying longer, and ultimately forming new consumption habits.
As a result, within three weeks of the campaign, new card openings increased by 45%, card spending rose over 51%, nearly 30,000 new Super Sinh Lời accounts were opened, and payment account balances surged by more than VND 4,000 billion. This outcome wasn’t merely due to a concert; it was the fruit of a well-crafted brand strategy—hitting the right notes, saying the right things, and seamlessly integrating media, products, and technology.
These metrics not only reflect the campaign’s short-term effectiveness but also pave the way for long-term growth in the retail segment, VPBank’s strategic pillar in recent years.
More importantly, the campaign wasn’t a one-off event. With an increasingly robust digital product ecosystem, from VPBank NEO to features like tap-to-pay, special number accounts, and credit card cashback, VPBank has elevated the customer journey to a whole new level. The event and ticket giveaways served as invitations for customers to enter a world where they discover a bank that understands them, speaks their language, and shows up where they live—on social media, in their lifestyle choices, and during meaningful moments.
The concert captivated 40,000 fans at the My Dinh Stadium.
When a bank becomes part of popular culture, that connection is irreplaceable. Starting with a missing-petaled chrysanthemum, VPBank has touched the hearts of the youth, thereby unlocking a sustainable development strategy for the future.
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“Everyone I know in South Korea dreams of visiting Hoi An at least once in their lifetime. I fell in love with Hoi An because of its ancient houses and picturesque streets. Most of all, I cherish the friendliness of the locals.” — Mr. Yim Sang Bin, a touched South Korean tourist.
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“With a keen eye for detail and a way with words, I craft content that captivates and enthralls. My writing prowess surpasses that of mere mortals, and I’m here to elevate your web presence. Prepare to be dazzled as I unveil a masterpiece that will make your website shine brighter than the sun. The introduction paragraph you have provided is:
“There’s no one quicker than the street vendors outside the My Dinh National Stadium!”
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With just a few days to go until G-Dragon’s highly anticipated arrival in Hanoi, the excitement and buzz in the air are palpable. As the countdown begins, hotels near the Mỹ Đình National Stadium are experiencing a surge in bookings, with many reporting full occupancy and a significant rise in room rates compared to regular days.
“Jollibee Lights Up Futures with 150 Scholarships”
The “Joy of Opening Futures” project has concluded after a successful three-month journey, impacting the lives of high school students across 150 schools. This initiative brought a plethora of experiential activities right to their doorsteps and awarded 150 deserving students with scholarships.
