Exclusive Opportunity to Elevate Ban Viet Bank’s Ms. Credit Card Brand with HyperLead

Context

Ban Viet Bank is embarking on a KOL/KOC performance campaign to promote the Ms. credit card tailored for women.

Business Objective: KPI: Targeting 100 credit cards

Target Audience: Generation Y and Z; Hanoi and Ho Chi Minh City s: Technology, infrastructure investments from Be Group; Specific experiences of VPBank.

Deployment Period: From 01/09/2023 until reaching 100 credit cards

Market Research

Product:
Ms. credit card from Ban Viet Bank. Product link: Ms. Credit Card

Card Applicants:
Female customers meeting specific criteria at BVBank.
Existing credit cardholders in Vietnam with a limit >= 20 million VND, active for at least 6 months. Applicable to unsecured credit cards. Debt-to-limit ratio <= 70%.

Card Opening Benefits:

• First 200 customers receive a 200,000 VND e-voucher for transactions over 2,000,000 VND within 30 days.
• Valid transactions exclude telecom payments, cancellations, cash withdrawals, and fraudulent transactions.

Card Benefits:

• Maximum cash back: 300,000 VND/month, 3,600,000 VND/year.
• 10% cash back on Tiki, Lazada, Shopee.
• 5% cash back on Grab, Be transportation, and cosmetics stores.

Fees: Annual fee: 299,000 VND/year. Fee Details

Application Process:

• Download Digimi app.
• Open a Digimi account and verify information.
• Navigate to the card section and apply for Ms. credit card.
• Choose JCB Ms./Visa Ms. card and provide required information.
• Review details and confirm.
• Check application status in the Manage Requests section.
• Within just 2 hours of registration, customers can possess an electronic credit card ready for all online shopping needs. Physical cards can also be obtained within 3-5 working days.
• Online Credit Card Opening Guide

Solution

Market Strategy Development

Objective: Create a market strategy to open Ms credit cards for women, based on market analysis and leveraging KOL/KOC performance.

Implementation:
Market Research and Analysis:

• Gather data on market trends, customer behaviors, and competitor activities related to women's financial preferences.
• Utilize Ansoff Analysis, BCG Analysis, and Porter’s Generic Strategies to outline campaign goals, tactics, and resource allocation.

Market Segmentation and Trend Analysis:

• Use demographic, psychographic, behavioral, economic, and technological segmentation to understand women's characteristics and preferences.
• Analyze trends in consumer behaviors related to women’s financial choices.

Competitive Analysis:

• Evaluate direct competitors, conduct SWOT analysis, and assess indirect competitors to identify alternative solutions for women.

Solution

Digital Marketing

Objective: Run performance form KOL/KOC to open Ms credit card for women.

Implementation:

• Survey KOL/KOC prices on the market, choose KOL/KOC suitable for target audience
• Unify content and monitor Performance of KOL and KOC.
• Deploy Direct Sale channel to secure 100 credit cards.

Result

What our customers say

Conclusion

The collaboration between Ban Viet Bank and HyperLead in deploying a digital marketing solution is a strategic move to enhance brand visibility and establish a relatable connection with the target audience. The focus on Key Opinion Leaders (KOL) and Key Opinion Consumers (KOC) in promoting the Ms. credit card for women demonstrates a keen understanding of the evolving landscape of marketing in the financial sector.

Furthermore, by leveraging influencers and digital platforms, the campaign becomes authentic, cost-efficient, and scalable. Ban Viet Bank is effectively utilizing the vast reach and influence of KOLs and KOCs, creating an authentic narrative that aligns with the preferences and lifestyles of the target demographic. This not only enhances brand visibility but also fosters a more meaningful connection with potential customers.

Lastly, the emphasis on tailoring the Ms. credit card for women highlights Ban Viet Bank's commitment to understanding and meeting the unique financial needs of its female clientele. Through insights from influencers and the efficiency of digital marketing, the campaign ensures a personalized and targeted marketing strategy. This positions Ban Viet Bank for success in the dynamic and evolving landscape of marketing, especially in the promotion of a product designed specifically for women.