Ha
Dam
VIB
The Brief
How VIB can become customer TOM when thinking about opening a new bank account.
The Problem
MyVIB faced substantial competition not only from digitised traditional banks but also from fintech players. Value-added consumption-boosting features such as personalised account number, zero-fee transactions, cash back programs, etc. are easily replicable. However, the role as an educator of sustainable financial habits such as saving and investing is currently neglected by traditional banks and unlikely to be replicated by new non-bank predators.
The Solution
“The Financial Weather Warrior” is a first-of-its-kind, gamified financial planning experience. Every 1 VND in the account is a warrior. The users have 2 types of daily missions: deposit some savings on the rainy days and make a small investment of at least 10,000 VND on sunny days in order to build up their army and protect the kingdom. The investment options within myVIB will be aggregated from strategic partnerships with investment funds like VinaCapital, and fintech providers such as Finhay. By adopting the sayings of “Saving for rainy days” &
“Investing for sunny days”, we aim to build a light-hearted financial planning experience on myVIB for the first jobbers and H.E.N.R.Ys.
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