Techcombank redefines brand marketing with award-winning campaigns and industry-leading recognition

Vietnam Technological and Commercial Joint Stock Bank (Techcombank) has once again asserted its status as Vietnam’s leading banking brand, achieving the highest Brand Equity Index (BEI) score in the Vietnamese banking sector for the second consecutive quarter in Q1 2025, according to data from market research firm NielsenIQ.

The top-ranking BEI reflects strong consumer awareness of Techcombank’s “Be Greater” brand and the emotional connection it fosters with customers.

The Bank’s remarkable growth in brand equity over the past year has been attributed to the success of its purpose-driven “My Own Greatness” campaign. This initiative has resonated with the aspirations of many Vietnamese, highlighting their pursuit of autonomy and personal success.

Blending the power of AI, music, digital platforms, social media, prominent Vietnamese artists, and community engagement initiatives, the campaign created a holistic brand experience that has struck a chord with millions across the country. As a result, Techcombank has become the preferred bank for those striving to achieve their own greatness.

This branding success has not gone unnoticed. At the 12th annual Asia-Pacific Stevie® Awards, Techcombank took home the Gold Stevie® Award for Innovation in Cross-Media Marketing, along with two Silver Stevie® Awards for Innovation in Brand Development and Most Innovative Marketing Team. It remains the only Vietnamese bank to receive such recognition for two consecutive years.

The Asia-Pacific Stevie Awards are regarded as a leading global business recognition program, celebrating innovation and workplace excellence. This year’s competition attracted over 1,000 entries from across the region, evaluated by a judging panel of more than 100 senior business executives worldwide.

Ms. Tu Thai Minh Diem, 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 Vietnam’s first ever AI-powered song generator to enable customers to create personalized songs to celebrate their aspirations and dreams.

By the end of 2024, more than 40,000 unique ‘Be Greater’ songs had been created and shared across social media platforms, significantly amplifying brand visibility. The campaign reached a high note with a collaboration featuring V-pop star Soobin Hoang Son, who released the inspirational track “Go for your Dream.” The song garnered seven million YouTube views within its first two weeks, deepening the public’s connection to Techcombank’s Be Greater brand.

Beyond digital engagement, Techcombank has also strengthened community ties through initiatives such as “Run for a Greater Vietnam” and its continued sponsorship of the Techcombank Marathons in Hanoi and Ho Chi Minh City. These events drew more than 30,000 participants in 2024, up from 24,000 in 2023, promoting active lifestyles and reinforcing the Bank’s alignment with achievement and perseverance.

"The 12th Asia-Pacific Stevie Awards received an impressive array of outstanding entries,” Ms. Maggie Miller, President of the Stevie Awards, commented. “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 rose to $1.5 billion, according to Brand Finance. The Bank concluded the year with a Net Promoter Score (NPS) of 91, ranking #2 among banking peers per YouGov. Its ‘Top of Mind’ brand awareness score climbed to 22%, also securing second place 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,” concluded Ms. Tu Thai Minh Diem.