Context: MyVIB 2.0, a digital banking app, faces the challenge of establishing itself as a top-of-mind tech leader in the digital banking industry, while also building brand affinity. Key competitors are aggressively acquiring users through gamification campaigns, making customer acquisition a significant challenge.
Brand Situation: MyVIB 2.0 offers innovative features like AR, AI Voice, and Chat Bot, along with attractive perks such as free account numbers and banking fee waivers. It aims to differentiate itself in a crowded market and highlight its tech leadership.
Objective: Awareness: To become the preferred and top-of-mind choice as a tech leader in digital banking. Acquisition: To acquire new high-quality customers through an effective and sustainable strategy amidst fierce competition. The estimated campaign budget is USD 750,000, with the possibility of proposing new features to reinforce VIB's tech-leading position.
