VIBxVIE IMC Campaign - Role: Senior Art Director
THE CHALLENGE
THE SOLUTION
Talking about financial products or credit cards, people are skeptical and hesitate to step into this cashless category. Hard-to-digest information, out-of-control spending situation and lack-of-trust in banking are big barriers that almost banks are coping with. To recruit new users for our cards, we need to help young generation get confident about money and credit cards.
We come up with the approach for VIB character: making her the coolest expert that believes finance is simple and fun. In addition, catching the latest trend of virtual characters in the world, we are shaping "Vie" to become the first virtual financial expert in Vietnam from VIB.
A fin-tech company manager at work, a content creator at night/weekend, Vie knows what you're struggling and way more happy to share and elevate your life.
BUILDING VIE
DATAxTRENDS - Vie’s appearance and personality are built based on the latest data and trends.
ON-TREND BEAUTY
Sharp cat eyes, plump heart-shaped lips, and a round, very cute face — contrasting yet perfectly in sync.
TRENDY HIGHLIGHTED HAIR
Featuring VIB’s two signature colors - blue and orange
KNOW-IT-ALL, IN A COOL WAY
Mastering it all — from finance and tech to Gen Z trends.
TRENDY TALK. ICONIC LINES.
Serving punchlines with personality.
MAIN ASSET - MUSIC VIDEO "VIE là AI?"
To launch Vie, not only by drawing mass attention, we also spread out this character on different prestigious channels to clearly build up Vie's vision. A catchy & trendy music video featuring Vie and top KOLs in Vietnam, a deep-dive talkshow sharing financial point of views and helpful tips - it's just the beginning of Vie, surely there's much more Vie can do in the near future.
BOOMBARDING VIE EVERYWHERE ON SOCIAL
GIVING VIE THE BEST OF "REAL" LIFE!
How a finance expert aka a trendy content creator exposed her personality on social?
VIETCETERA x VIE
THE MONEY TALK
To better shout out Vie as the financial expert, we collaborate with Vietcetera in the talkshow "The Money Date". Vie and the show host had a chance to talk and share Vie's point of view on personal finance & credit cards.
#1
BANK IN BRANDING CHART IN THE LAUNCHING MONTH
> 6K
REAL-TIME INTERACTIONS ON LIVESTREAM
> 10K
VIEWS ON VIETCETERA
> 5M
VIEWS MUSIC VIDEO IN 1ST WEEK
> 13K
INTERACTIONS WITH FACEBOOK LAUNCHING POST
The Results