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Techcombank scoops two Stevie Awards
Vietnam Technological and Commercial JSB (Techcombank) won in two categories at the 11th annual Asia-Pacific Stevie Awards, for Innovation in Brand Development and Most Innovative Marketing Team of the Year.
Techcombank is the only Vietnamese bank to win an Asia-Pacific Stevie award in 2024 and the first to win an award for brand development and marketing excellence since 2018.
The Asia-Pacific Stevie Awards are the only ones to recognise innovation and excellence in the workplace across all 29 markets of the Asia-Pacific region.
The Stevies are widely considered to be the world's premier business awards, and this year’s offering received more than 1,000 nominations from companies across the region.
Techombank's awards were given for its well-received ‘30 Years of Greatness Together’ campaign, and in recognition of the bank’s innovative marketing team that devised and delivered it.
'30 Years of Greatness Together' commemorated the bank’s 30th anniversary year and promoted its promise to ‘Be Greater’, built around the three pillars of success, healthy living, and self-development.
The innovative campaign combined digital art installations, social impact initiatives, and digital marketing, along with social and traditional media to touch the hearts of millions of Vietnamese, elevate the country's cultural heritage, and build trust and support for the Techcombank brand.
Techcombank celebrated the success and achievements of Vietnamese culture by organising the country's largest ever digital art exhibition, which marked the opening of the bank’s two new head office buildings in Hanoi and Ho Chi Minh City.
The two exhibitions – named 'Hoi' (Festival) in Hanoi and 'Dong' (Stream) in Ho Chi Minh City – reimagined Vietnamese art through modern visual technology, bringing it to new audiences and younger generations.
Techcombank’s marketing team also promoted healthy living and self-development among the Vietnamese people through the 'Run for a Greater Vietnam' initiative and the bank’s support for the Hanoi and Ho Chi Minh Techcombank Marathons.
These two events attracted over 24,000 runners and brought Techcombank’s ‘Be Greater’ spirit to life by bringing people together to conquer a new challenge and foster a sense of community.
Through these events, Techcombank aimed to leave a lasting positive legacy in the community through the promotion of physical fitness and healthy living.
Tu Thai Minh Diem, chief marketing officer at Techcombank said, "We are honoured and humbled to have won not one, but two Stevie Awards for innovation and excellence in marketing at this year’s Asia-Pacific Stevie Awards. The ‘30 Years of Greatness Together’ campaign has enabled the Vietnamese people to share in Techcombank’s success and helps promote health, growth, and self-development in the community. These awards are thanks to the hard work and inspiration of our outstanding marketing team, which has helped to bring Techcombank’s 'Be Greater' spirit to life."
"The 11th edition of the Asia-Pacific Stevie Awards attracted many remarkable nominations," said Stevie Awards president Maggie Miller. "The organisations that won this year have demonstrated their commitment to innovation, and we applaud them for their perseverance and creativity. We look forward to celebrating many of this year’s winners during our awards banquet on May 24."
In 2023, Techcombank’s brand value shot up 46 per cent to $1.4 billion, according to Brand Finance, meaning Techcombank now has the highest brand value of any private bank in Vietnam and the number-two brand value among all Vietnamese banks, closing the gap with the largest government-owned bank.
Techcombank ended last year with a Net Promoter Score (NPS) of 82, up from 75 in the previous quarter. A firm's NPS measures customer loyalty and satisfaction, and Techcombank now ranks second among its banking peers according to YouGov, a UK-based international market research and data analytics firm.
Techcombank’s ‘Top of Mind’ score for brand awareness leaped from 12 per cent to 19 per cent last year, also ranking second in the market. The bank’s 'Brand Consideration Index' increased to the top of the market towards the end of 2023 according to NielsenIQ, a global measurement and data analytics company.
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