At the APAC Stevie Awards 2025 - one of the world's most prestigious awards for innovation in business and marketing, surpassing thousands of nominations from the Asia-Pacific region, Techcombank became the only Vietnamese bank to be honored with the Gold Award in the category of "Innovation in Cross-Media Marketing" and two Silver Awards for outstanding brand development campaign and marketing team.
Moving towards the dream of inspiring the community
Internationally recognized brand mark
The Asia- Pacific Stevie Awards are a prestigious international award that honors innovation in business and marketing in 29 countries in the region. In 2025, the program attracted more than 1,000 nominations from leading businesses in the Asia-Pacific region. Techcombank's winning the top prize in an important category not only affirms creativity, but also demonstrates a methodical approach, led by a differentiated brand strategy based on customer experience, and consistency in communication messages. and the power of technology - is considered the "golden key" in the journey to reach out to the world .
The representative of the Organizing Committee revealed that the outstanding campaign that contributed to honoring Techcombank was the combination of artificial intelligence (AI) with music and emotions - when the bank helped tens of thousands of customers co-create personal music. With more than 40,000 songs created with GenAI, the campaign strongly spread the spirit of "Better every day", arousing the desire to move forward in the community.
Ms. Maggie Miller - Chair of the Stevie Awards commented: "We are very impressed with the quality of this year's nominations. Businesses like Techcombank have shown outstanding innovation, resilience and creativity in the digital age."
Ms. Thai Minh Diem Tu _ CMO Techcombank
Emotional Engagement Strategy - The Key to Building Trust
Not stopping at technology, Techcombank also focuses on connecting emotionally with the community and customers. The campaign "Moving towards the dream" with the companionship of singer Soobin Hoang Son has become an inspirational phenomenon, attracting more than 7 million views on YouTube after only two weeks of release.
At the same time, the community running series "Run for a better Vietnam" is also a testament to Techcombank's commitment to promoting a positive lifestyle. With more than 30,000 participants in 2024 alone, the campaign has affirmed the spread of the spirit of healthy living and social responsibility that the brand always aims for.
Building a brand from within - a sustainable path
The success of international banks such as DBS (Singapore) or KakaoBank (Korea) shows that strong brands do not come from massive campaigns, but from the synchronization between strategy, technology, people and corporate culture. Techcombank is following that path - aiming for a complete customer experience, inspired from within the organization.
Through Techcombank's digital music project, many confidences are shared when users have the opportunity to look back at themselves, their successes and failures, and even their unfinished dreams to have the motivation to move towards a better version of themselves. In that sense, dreams are a journey in which each person devotes their heart to it, and never gives up. The bank then becomes a bridge for aspirations to rise up, to realize the dreams in each person.
According to Professor John A. Quelch - the world's leading branding expert, former Vice President of Harvard Business School, when he visited and worked in Vietnam in early May 2025 in recent days: " Bank brands can only be sustainable if built on a solid foundation of internal strength, from digital strategy to corporate culture. Technology is a lever, but customer trust and companionship are the most valuable assets ".
Sharing the same view, Mr. Peter Verhoeven - an expert with more than 40 years of experience in the global financial services industry, currently a member of the Anax Invest Board of Directors, said: " In a volatile world, a brand is no longer a logo or slogan, but a consistency in customer experience, down to the smallest detail. Strong brands are those that know how to start from within - from people, systems, to service thinking ".
According to data released in the first quarter of 2025 by NielsenIQ - a leading provider of independent global measurement reports - Techcombank continued to maintain its No. 1 position in the Brand Equity Index (BEI) for the past two consecutive quarters. The bank is also a brand that recorded growth in the context of a somewhat sluggish general market.
From a pioneer bank in digital transformation, Techcombank is gradually becoming a model for how to build a brand associated with internal strength, customer emotions and business efficiency. This is clear evidence that a brand - when built properly, will not only be an identification factor, but also a key strategic asset of every organization, especially in the banking sector - where trust and reputation determine existence and development.
"For me, marketing is about creating a brand with depth - through inspiring stories, touching emotions and truly connecting with customers. A brand is not just an image and reputation, but a long-term asset that helps businesses differentiate themselves and promote growth. Techcombank's "Better Every Day" Brand Promise demonstrates its commitment to helping Vietnamese people become self-reliant and develop comprehensively - from health, knowledge to financial success. This is the key for Techcombank to go further on the regional map, building a brand that is different in thinking, leading with capacity and deeply connecting with customers", Ms. Thai Minh Diem Tu - Director of Marketing Division of Techcombank shared.
Source: https://thanhnien.vn/techcombank-gianh-giai-vang-apac-stevie-awards-2025-sang-tao-tiep-thi-da-kenh-185250512151438848.htm
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