Techcombank wins two Stevie Awards for brand development, marketing excellence

Vietnam's private lender Techcombank was named the winner of two Stevie Awards for Innovation in Brand Development and Most Innovative Marketing Team of the Year in the 11th annual Asia-Pacific Stevie Awards.

It was the only Vietnamese bank to win an Asia-Pacific Stevie award in 2024 and the first Vietnamese company since 2018 to win an award for brand development and marketing excellence.

The Asia-Pacific Stevie Awards is the only business awards program to recognize innovation and excellence in the workplace across all 29 markets of the Asia-Pacific region. The Stevie Awards are widely considered as the world's premier business awards and this year’s program received more than 1,000 nominations from companies across the region.

Techcombank won two Stevie Awards in recognition of its achievements in brand development and innovative marketing. Specifically, the awards were given for Techcombank’s outstanding "30 Years of Greatness Together” branding development campaign, and in recognition of the bank’s innovative Marketing Team that devised and delivered the campaign.

Techcombank’s "30 Years of Greatness Together” campaign commemorated the bank's 30th anniversary and promoted its “Be Greater” brand promise around the three pillars of success, healthy living, and self-development.

The innovative campaign combined digital art installations, social impact initiatives, digital marketing, social and traditional media to touch the hearts of millions of Vietnamese, elevate Vietnam’s cultural heritage, give back to the community, and build trust and support for Techcombank “Be Greater” brand among all Vietnamese.

Techcombank celebrated the success and achievements of Vietnamese culture by organizing the country’s largest ever digital art exhibitions, which marked the opening of its two new head office buildings in Hanoi and HCMC. The two exhibitions – Hội | Festival in Hanoi, and Dòng | Stream in HCMC – reimagined Vietnamese art through modern visual technology, bringing it to new audiences and younger generations.

Techcombank’s marketing team also promoted healthy living and self-development among the Vietnamese people through the “Run for a Greater Vietnam” initiative and the bank’s support for the Hanoi and HCMC Techcombank Marathons.

These two amazing events attracted over 24,000 runners and brought Techcombank’s “Be Greater” spirit to life by bring people together to conquer a new challenge and foster a sense of community. Through these events, Techcombank left a lasting positive legacy in the community through the promotion of physical fitness and healthy living and showed how much the bank cared for the people of Vietnam.

Through the ‘30 Years of Greatness Together’ campaign, Techcombank was placed right at the heart of Vietnam’s cultural life and linked closely to the success, healthy living, and self-development of the Vietnamese community.

Tu Thai Minh Diem, chief marketing officer at Techcombank said: "We are honored and humbled to have won not one, but two Stevie Awards for innovation and excellence in marketing at this year’s Asia-Pacific Stevie Awards.

"Through our “30 Years of Greatness Together” brand campaign enabled the Vietnamese people to share in Techcombank’s success and promoted health, growth, and self-development in the community. These awards are thanks to the hard work and inspiration of Techcombank’s outstanding marketing team, which has helped to bring Techcombank’s Be Greater spirit to life."

Stevie Awards president Maggie Miller said: “The 11th edition of the Asia-Pacific Stevie Awards attracted many remarkable nominations. The organizations that won this year have demonstrated that they are committed to being innovative, and we applaud them for their perseverance and creativity. We look forward to celebrating many of this year’s winners during our awards banquet on May 24."

In 2023, Techcombank’s brand value increased by 46% to $1.4 billion, according to Brand Finance. It has the highest brand value of any private bank in Vietnam and the No. 2 brand value among all Vietnamese banks, closing the gap with the largest government-owned bank.

Techcombank ended 2023 with NPS of 82, up from 75 in Q3/2023 and No. 2 among banking peers according to YouGov. Its “Top of Mind” score for brand awareness, leaped from 12% to 19% in 2023 and is No. 2 in the market. The bank’s Brand Consideration Index increased to top the market in Q4/2023, according to NielsenIQ.

The lender is one of the largest joint stock banks in Vietnam, and a leading bank in Asia, with a vision to Change Banking, Change Lives. It pursues a proven customer-centric strategy in providing a broad range of retail and corporate banking solutions and services to help financially empower its customers.

Techcombank has 13.4 million retail and corporate customers, which it serves through a market-leading digital banking platform and mobile app, and an extensive network of transaction service outlets at locations across Vietnam.

The bank’s ecosystem approach, co-created through partnerships in multiple key economic sectors, adds further scale and differentiation in one of the fastest growing markets in the world. Techcombank is rated A+ by FiinRatings, Ba3 by Moody’s and BB- by S&P, which is the highest among Vietnam joint stock commercial banks.

Details about the Asia-Pacific Stevie Awards and the May 24 awards ceremony, and the list of Stevie Award winners, are available at http://Asia.Stevieawards.com.