A bank representative stated that instead of traditional product promotion, the campaign uses music and lifestyle to tell a story about a flexible lifestyle, emphasizing individuality and the ability of new generation users to control their experiences. This approach also embodies the core spirit of Max Card, a product designed on the principle of flexible membership package selection, allowing users to actively upgrade privileges without any financial conditions.

VIB, in collaboration with RHYDER and Anh Sang AZA, launched the "Live to the Max" campaign. *Photo: VIB*

To kick off the campaign, VIB released the "Live to the Max" music video (MV), featuring RHYDER and Anh Sang AZA. The MV aims to convey a message about the modern youth's lifestyle. Starting with the lyric, "Why wait for tomorrow? If you like it, switch; if you're pleased, pick it", the MV's lyrics reflect a mindset of living to experience, enjoying the present moments, and not procrastinating. The lyrics also describe how Max Card operates, allowing users to flexibly choose and change membership packages according to their needs.

The four membership packages—Starter, Plus, Pro, and Elite—which are distinctive features of Max Card, are directly integrated into everyday scenarios relatable to young people. The Starter package is shown in a handmade workshop setting, embodying a spirit of discovery and experimentation. Plus shifts to an active lifestyle with a scene of sports gear shopping. Pro is associated with experiential trips, travel, and enjoying life. Meanwhile, Elite appears on stage as a symbol of each individual's most confident and prominent version.

The biggest differentiator of Max Card is that users can actively choose their membership package based on actual usage needs. With four options—Starter, Plus, Pro, and Elite—cardholders can flexibly change their membership package to suit their spending habits at different stages. There are no longer fixed fees; users can pay less when spending needs decrease or unlock more privileges when spending more.

Young people using Max Card. *Photo: VIB*

Beyond financial benefits, personalization extends to the user experience. Users can choose their preferred card design, card number, or statement date to align with their personal cash flow. This consistent spirit is also reflected in the MV, featuring youthful imagery, fast rhythms, and a free-spirited aesthetic from RHYDER and Anh Sang AZA.

The message "Max your Style - Max your Vibe - Max your Life"—meaning your style is elevated, your emotions are elevated, your life is elevated—therefore extends beyond just a promotional campaign. It also demonstrates how Max Card positions the experience for young users: freedom to choose, freedom to express individuality, and actively enjoying life on their own terms. While clearly having a lifestyle focus, Max Card does not encourage ostentatious spending. Instead, the product is built on the smart consumption trend of young people: still enjoying life, but optimizing the value received from each expense.

The card offers cashback for various common spending categories such as shopping, entertainment, dining, travel, and online transactions, with a total cashback value of up to 18 million VND annually. The offers are designed around daily spending needs rather than requiring users to change habits to chase promotions.

According to VIB, the product is designed to meet the evolving financial behavior of the younger generation. They are willing to spend on experiences but are also keen on optimizing benefits and actively managing their personal cash flow. In other words, "living Max" for them no longer means impulsive consumption, but rather enjoying life in a more efficient way.

In fact, after 7 weeks since its launch, Max Card has achieved impressive results with over 30,000 cards issued. The product was recognized by the Vietnam Record Association for being the first credit card line to allow customers to actively register and adjust their membership tier according to individual needs.

The choice of music to convey the product message also demonstrates the "banktainment" approach that VIB has pursued in recent years. Accordingly, the bank focuses not only on financial features but also expands its connection with customers through experiences, emotions, and cultural elements familiar to the new generation of users.

Hoang Dan

Max Card can currently be opened entirely online via the Max powered by VIB application and at VIB branches and transaction offices nationwide.