Techcombank is moving towards the dream of inspiring the community. — Photo courtesy of Techcombank

HÀ NỘI — Vietnam Technological and Commercial Joint Stock Bank (Techcombank) has reaffirmed its position as the leading banking brand in Việt Nam by Brand Equity Index (BEI), achieving the highest score in the Vietnamese banking industry for a second consecutive quarter in the first quarter of 2025, according to market research firm, NielsenIQ.

Techcombank’s industry-leading BEI reflects the high awareness of its “Be Greater” brand among customers and the deep emotional connection they have with the brand.

The extraordinary growth of Techcombank’s BEI over the past 12 months has been driven by the bank’s powerful “My Own Greatness” brand campaign that has successfully connected the brand with the desire of all Vietnamese for autonomy and success on their own terms.

This purpose-led campaign combined the power of AI and music, digital and social media, prominent Vietnamese artists, and community engagement initiatives to create a holistic brand experience that touched the hearts of millions of Vietnamese and made Techcombank the bank of choice for everyone seeking their own greatness.

This phenomenal achievement was recognised at the 12th annual Asia-Pacific Stevie Awards, where Techcombank proudly won the Gold Stevie® Award for Innovation in Cross-Media Marketing and two Silver Stevie® Awards for Innovation in Brand Development and Most Innovative Marketing Team. For the second consecutive year, Techcombank is the only Vietnamese bank to be recognised for its brand development and marketing excellence by the Asia-Pacific Stevie Awards.

The Asia-Pacific Stevie Awards are widely considered to be the world's premier business awards that recognise innovation and excellence in the workplace. This year’s awards programme received more than 1,000 nominations from companies across APAC and the winners were chosen by a panel of more than 100 business executives from around the world.

Thái Minh Diễm Tú, Chief Marketing Officer at Techcombank. — Photo courtesy of Techcombank

Thái Minh Diễm Tú, Chief Marketing Officer at Techcombank, said: “We are honoured and humbled to have won three Stevie® Awards, including our first Gold Award for Innovation in Cross-Media Marketing in recognition of our pioneering My Own Greatness campaign. For the first time, Techcombank has combined the power of AI and the inspiration of music to spread our brand promise in an innovative new way that reached new audiences. The growth of Techcombank’s brand, reflected in our industry-leading BEI, is thanks to the creativity, dedication and Be Greater spirit of the bank’s outstanding marketing team.”

The Stevie® Awards acknowledge Techcombank’s pioneering use of AI and music to bring its ‘My Own Greatness’ campaign to life and build an emotional connection with its customers. Techcombank used Việt Nam’s first ever AI-powered song generator to enable customers to create personalised songs to celebrate their aspirations and dreams.

The KV of AI song campaign. — Photo courtesy of Techcombank

More than 40,000 ‘Be Greater’ songs had been created by users of the AI song generator by the end of 2024, with songs widely shared through social media and giving a significant boost to Techcombank’s brand awareness. Techcombank brought the campaign to a crescendo through a partnership with a famous V-pop star Soobin Hoàng Sơn to create a new song called “Go for your Dream”. The song reached seven million views on YouTube within the first 2 weeks of release helping further connect customers with Techcombank’s Be Greater brand.

Techcombank also continued to engage with community through the “Run for a Greater Việt Nam” initiative and the bank’s support for the Hà Nội and HCM City Techcombank Marathons. In 2024, these wonderful events attracted over 30,000 runners, up from 24,000 in 2023, delivering long-lasting positive social impacts by promoting healthy living and physical fitness in the community. These events also served to connect Techcombank’s brand with achievement and success and the desire of all Vietnamese to conquer new heights.

"The 12th Asia-Pacific Stevie Awards received an impressive array of outstanding entries," said Maggie Miller, President of the Stevie Awards. "This year’s winners have clearly shown their dedication to innovation, and we commend their resilience and imaginative efforts.

In 2024, Techcombank’s brand value increased to US$1.5 billion, according to Brand Finance. Techcombank ended 2024 with NPS of 91, #2 among banking peers according to YouGov, while Techcombank’s ‘Top of Mind’ score for brand awareness soared to 22 per cent and is also now #2 in the industry.

“The strength of our brand, coupled to our unparalleled customer centricity and commitment to making a positive environmental social impact, means we are now ready to realise our vision to Change banking, Change lives and become a top ten bank in Asean”, Tú said. — VNS