From incentives to emotional connections: How SHB makes its mark on National Day

The secret to touching customer emotions

According to branding expert Denise Lee Yohn, author of What Great Brands Do (2014), the holidays are a “golden opportunity” for brands to create an emotional connection with customers. “The big holidays are a time when customers are more receptive. A subtle promotion that ties into a brand’s values or story will help them feel included and connected,” Yohn emphasizes.

This principle is demonstrated through DBS Bank’s “Spark the Joy” campaign during the Lunar New Year 2021 in several Asian markets… By inviting customers to send digital lucky money, offering cashback, limited edition lucky money envelopes and donating each transaction to charity, DBS has turned financial transactions into a fun and engaging festive experience.

The trend of “emotional spending” is further reinforced by Euromonitor (2024): 53% of consumers are willing to spend more on brands that offer culturally meaningful gifts or promotions, thereby increasing their loyalty by 20%.

In Vietnam, Nielsen (2023) shows that 50% of Gen Z prioritize brands that honor Vietnamese values, while PDI Technologies (2023) recorded that 91% of Gen Z want to buy from sustainable businesses.

Hoang Quyen (25 years old, Hanoi ) is a typical example. For her, promotional programs during holidays and Tet are not only a shopping opportunity, but also a way for brands to express their appreciation to customers. "I come not for the gift, but for the feeling of being understood and accompanying the ideals of life that our Gen Z generation believes in," Quyen shared.

Hoang Quyen's experience shows that: The more a brand touches the emotional pulse of gratitude, the more likely it is to become the preferred choice of customers, especially Gen Z, far beyond any purely financial incentives.SHB is a typical example of this approach.

40,000 "cards" Happiness is being Vietnamese

To celebrate the special national holiday, SHB launched a series of promotions "Celebrate National Day - Receive the collection of Happiness is Vietnamese" with 40,000 gifts as "cards" conveying national pride, in harmony with the desire to find meaning in gratitude in every shopping experience of the young generation. All gifts are designed and produced by social enterprise To He, demonstrating SHB's commitment to cooperating with units that create positive values for the community.

Throughout the program until September 6, 2025, gifts are "tailored" according to customers' level of engagement and service usage.

From initial transactions with the bank such as opening an account, activating the SHB SAHA digital banking application or receiving an international debit card, customers receive canvas bags or bandanas inspired by the dynamic digital lifestyle. As the number of products and services used increases from opening credit cards, overdrafts to large-scale unsecured loans, gifts are "upgraded" to high-end baseball caps, T-shirts or thermos bottles, practical items that accompany work and life.

At the investment - accumulation threshold such as saving, investing in VinaCapital fund or participating in insurance contracts, customers will also receive different gifts in the collection such as wishes for all the best from SHB.

In particular, on the occasion of National Day September 2, SHB offers special gifts to customers born in 1945 or whose birthday coincides with Independence Day. For customers born on September 2, 1945, the milestone of the birth of the Democratic Republic of Vietnam, SHB respectfully presents the entire collection "Happiness is being Vietnamese" as a symbol of gratitude to citizens born in the same country and growing up in the same era.

SHB representative shared that the Bank always strives to bring cultural values and gratitude into each product. Each transaction at the bank is not only a normal financial operation, but also an opportunity to experience Vietnamese values that are preserved and developed.

“The 40,000 gifts in this program are actually 40,000 cards, 40,000 words of thanks, and at the same time spreading national pride. This is also part of a series of special activities organized by SHB on the occasion of National Day, including a series of proud story videos , interactive minigames, advertisements or check-in activities at branches.... All are aimed at conveying the message: Happiness is being Vietnamese,” he emphasized.

In the context of the country celebrating 80 years of independence and strongly expanding in the international arena, SHB identifies its mission as not only a financial institution but also a cultural bridge - where traditional values are honored through modern solutions. The bank's sustainable development strategy is built on creating economic prosperity with customers, while preserving Vietnamese identity - a key factor in creating competitive strength in the era of globalization.

Join SHB to spread the spirit of "Happiness is being Vietnamese" by participating in the program at: https://www.shb.com.vn/mung-quoc-khanh-nhan-bo-qua-tang-hanh-phuc-la-nguoi-viet-nam/

Thuy Nga

Source: https://vietnamnet.vn/tu-uu-dai-den-ket-noi-cam-xuc-cach-shb-tao-dau-an-mua-quoc-khanh-2430057.html