Campaign & Communication Strategy · Selected Work
Vietcombank needed more than a seasonal banking promotion. IICS connected financial utility, partner offers and digital services to one emotional promise: with the right financial support, Tết can feel easier, lighter and more joyful.
Business reality and original brief
The original brief made sense based on what was visible at the time.
Tết is when families feel most connected—and often most financially anxious.
Vietcombank needed to connect its financial products and services to the emotional reality of Tết, while still delivering measurable digital campaign performance.
What changed
Families wanted to celebrate, reunite, give, travel and care for one another.
What became visible
Seasonal banking offers risked becoming interchangeable promotional messages.
The brief
Two ways of reading the same brief
A visible request can be approached as an output to deliver—or as evidence of a deeper challenge that needs to be understood first.
How this type of brief is usually addressed
The work would commonly begin with the campaign deliverables already defined in the brief.
What may remain unresolved: Why should Vietcombank matter emotionally during Tết?
What IICS saw differently
The opportunity was not only to communicate financial benefits more effectively. It was to understand the emotional role those benefits could play during Tết.
That shift created the basis for one campaign platform across products, offers, content and channels.
The typical response is valid for delivering the request. IICS looked at what had to become true for the campaign to create stronger meaning and value.
Strategic reframe and choice
A different understanding created a different organizing decision.
Original frame
IICS reframe
Strategic choice
Trade-off: move beyond isolated product messages so every channel supports one emotional promise.
The system built around the choice
The campaign connected strategy, creative expression, products, partner offers and eleven tracked channels.
Strategic Choice: Financial ease as emotional freedom during Tết
Component 01
Có Vietcombank, Tết Cực Vui.
Component 02
Translated financial utility into festive energy and recognizable expression.
Component 03
Connected awareness, engagement, demand generation and conversion.
Component 04
Tracked delivery and KPI achievement across eleven channels.
Campaign and action
Every visual is shown for the role it played in the wider system.
Role in the system
The key visual and content system made the campaign platform recognizable and festive.
Role in the system
Meta, YouTube and TikTok built awareness and engagement; Google, Demand Gen and partner sites supported consideration; website, landing pages, app, CRM, email and Zalo supported action.
Role in the system
Channel roles and governance supported internal adoption and review.
Campaign results and industry recognition
Figures below reproduce the supplied case-study visual. Source records and client publication approval remain required.
Hero result
100.41%
Reported campaign reach performance against the supplied KPI benchmark.
Supporting result
Reported against the supplied campaign KPI benchmark.
Supporting result
Reported against the supplied campaign KPI benchmark.
Supporting result
Reported against the supplied campaign KPI benchmark.
Industry recognition
No award information was provided in the supplied case-study material. This area remains reserved for verified recognition only.
Organizational change and learning
The value became more durable when the organization changed how it decided and worked.
The campaign demonstrated that banking utility can become culturally and emotionally relevant when every touchpoint carries one shared promise.
Decision behavior
The platform created one basis for connecting products, offers and channel activity.
Workflow
The same strategic idea could be expressed across awareness, demand and conversion activity.
Learning
Performance across eleven channels provided a basis for evaluating future seasonal activation.
What remained unresolved, evidence limitations and next-phase priorities should be stated explicitly in production content.
