In its debut, the Vietnamese representative surpassed over 1,000 nominations from various countries and territories, securing the top position in the "Innovation in Cross-Media Marketing" category. This achievement made BIDV the only Vietnamese bank to win in this category.
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The final round of The Moneyverse Season 2 – Vietnam's first financial education game show for young people. Photo: BIDV |
The final round of The Moneyverse Season 2 – Vietnam's first financial education game show for young people. Photo: BIDV
A bank representative stated that instead of focusing resources on purely commercial product promotion campaigns, the leadership chose a different approach: investing heavily in community communication. The project development team grappled with how to make inherently dry personal finance concepts relatable and easy to understand for young customers. Consequently, the bank launched practical educational initiatives, progressively moving money management knowledge beyond academic frameworks into real-life application. The campaign's core objective was to change perceptions and foster smart financial management habits for Gen Z, thereby creating a positive societal ripple effect.
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The Money Manifest, a financial podcast for young people featuring familiar KOLs and KOCs. Photo: BIDV |
The Money Manifest, a financial podcast for young people featuring familiar KOLs and KOCs. Photo: BIDV
The 2024-2025 period marked a breakthrough in the bank's creative thinking and communication strategies. A key highlight was the partnership with VTVTimes to launch the reality television program, "The Moneyverse". In this project, the bank served not only as a strategic sponsor but also directly participated as a financial education content consultant.
The bank's expert team collaborated closely with the production crew to design challenges and realistic scenarios, helping contestants and television viewers develop skills in earning, saving, and profitable investing. This deep involvement in content allowed the bank to reshape how a television program reached the community, particularly university students nationwide.
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The Moneyverse 2025 doubled its qualifying round scale to 54 universities, focusing on digital transformation. Photo: BIDV |
The Moneyverse 2025 doubled its qualifying round scale to 54 universities, focusing on digital transformation. Photo: BIDV
The campaign's success also stemmed from its flexible use of multi-channel communication platforms, adhering to the award's "cross-media" criteria. The bank integrated national television broadcasts, popular social media platforms, and a series of direct interactive events across dozens of university campuses. This broad coverage across multiple touchpoints naturally brought messages about financial freedom and asset management to millions of young people. Concurrently, BIDV synchronized the user experience by integrating digital financial utilities into its smart banking application, enabling young individuals to immediately practice their newly acquired knowledge.
Industry experts highly praised the bank's strategy of using education as a core marketing foundation. In a rapidly developing digital economy, young people face numerous consumer temptations and online fraud risks. Providing a solid knowledge base not only helps individual customers protect their assets but also contributes to building a civilized, sustainable consumer community.
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Contestants receive direct training from BIDV experts at the bank's headquarters. Photo: BIDV |
Contestants receive direct training from BIDV experts at the bank's headquarters. Photo: BIDV
A bank representative stated that this international award serves as a significant motivation for the team to continue researching and developing more meaningful community projects. Moving forward, BIDV will maintain its sustainable development orientation, remaining customer-centric while expanding the scope of its financial education programs. The bank is committed to long-term collaboration with Vietnamese youth on their journey to build personal financial capabilities, contributing to society's overall development.
Thanh Thu
