1. ASSIGNMENT 12.1 PUBLIC RELATION
Hoang Thach – Phuong Vi

2. CAMPAIGN BACKGROUND
The banking industry of VN is growing fast, especially the Retail Banking field(credit
card, personal e-banking services…).
BIDV is the 2nd biggest bank of Vietnam with the slogan “Share the Opportunity,
Corporate for the success”. They has the 5-year vision to gain the biggest market
share in the Retail Banking.
In 2013, BIDV want to attract awareness from young people (age 22 – 25) about its
Retail banking service. (Since most current customer of BIDV is age 27 – 45).
The BIDV – Manchester United campaign will also create the first step for BIDV to
introduce itself as the bank with the most added value for the retail banking service.

3. CAMPAIGN OBJECTIVES & ROLE OF PR
• Recruit more Credit and Debit card user
• Encourage user to make transactions with large amount of
money through the new card system
• Attract awareness to the Retail banking services to become
TOM among young people
• Gain communication benefit from the corporation with a
international famous brand – Manchester United
Sales objectives
Communication objectives
• Gain public exposure by spreading information through free
community activities (conference, promotion, sponsor…)
• Persuade the customers to appreciate BIDV as the Bank
with Most added value to the Retail banking service.
Role of PR

4. KEY ANALYSE
Brand Context Customer Context Communication Context
• Current consumers are
mostly age 27 – 45
• Banking industry is not
interesting to young
people
• Brand image is about
sharing and corporation
• Brand vision is to become
the biggest Retail Bank
 Find the platform to
introduce their services to
young people
• Young Vietnamese (22 –
25) who have certain
income begin to have to
habit if using card
instead of cash
• 25 million Vietnamese
watch MU and top 10
number of fans on MU
fanpage
• Ready to do anything to
show their fan spirit
 The admiration to their
beloved team will be the
greatest motivation to try
something
• Brand communication:
sharing opportunities,
successful cooperation
• weak activations to
deliver this
communication 
blurred in customer’s
mind
• Not very effective on
owned media
 Strive to deliver the
message effectively and
appealingly to customers

5. STRATEGY
- Build awareness and encourage action among MU fan’s community in VN by offering them the
service which is both profitable and interesting to keep track with their idols
- Positioning the BIDV Retail banking service as indispensable once you are a MU’s fan thanks to
its wide range of ultimate benefits for users
- Key message: Co-brand retail banking service – A symbol of the connection between your fan
spirit and your beloved MU.
- Channels: owned media (website of BIDV and Dau Tu newspaper), Bought media (Sponsor and
Newspaper) and earned media (News agency from VN and international)
- Tactics: trigger users by many related – to – MU events and inform about the related – to – MU
benefits  Use the admiration to MU as the trigger

6. CONCEPT
Merge banking and Football admiration together, using the event to activate and the benefit to
maintain the connection between the banking service and the support to the beloved team.

7. DEPLOYMENT PLAN
Introduction Provoke Amplify
Objectives Raise the awareness of target
audience about the BIDV – MU
card services
Raise the number of users and
the transaction amount of
money
Build the brand trust image
by CSR activities
Content Attract the target audience to
the event to trigger their
admiration as the motivation to
try the brand, as well as attract
the media to talk about the
corporation of two brands
Motivate bank branches to sell
more card and consumer to
transact more money with their
card
Build the image of a brand
which is ready to pay the
responsibility the develop the
football movement of street
children by corporation with
MU
Message Connect the Legend A chance to meet your
beloved team
Spread the passion
Key-hook Attention of famous player
Peter Scheimei on Launching
Conference to introduce the
service
Promotion: Top 10 branches
with at least 500 card issued
and Top 5 customers with at
least 1 billion VND transacted
will have a chance to come to
England to watch MU match
BIDV – Manchester United
Street Football Cup
KPIs The number of earned media
and people attended
The number of cards issued and
money amount transacted
The number of teams and
earned media

8. EVALUATION
Output
• Launching conference with the famous player Peter Smeichei
• Promotion for both the branch to sell more card and the consumer to transact
more to have a chance to go to England to watch MU match
• BIDV – Manchester United Street Football Cup
Out take
• 3.000 people attended launching event, which attracted national (TuoiTre,
Thanhnien…) and international (BBC, Bangkok post…)
• More than 2000 cards were issued and almost 100 billion VND were transacted
through the system in 6 months
• 64 teams joined the Cup and gain national media attraction
Outcome
• Gain the awareness of the target audience (young MU’s fan) and the
communication benefit about the launch of the service
• Recruit more customer and successfully encourage them to try the service
• Gain the trust and build the good brand image by CSR activities

9. KEY LEARNING POINT
- Creative concept: merge the
banking service with football
admiration to attract target
audience (young people 22 – 25)
- Relevant to brand image: Sharing
and Corporation
- Good deployment among the
MU’s fan, by successfully attracting
them to events and persuading
them to make more transactions
through BIDV
- Earned attraction from both
national and international media.
- Too small market to achieve their
vision as the biggest Retail bank
- Lack of digital interaction (using
only the events, official website
and newspapers) so that some
consumer who live far from cities
don’t know about the activity. The
engagement of consumer is also
not as high as expectation
- The amplify phase of the
campaign is weak since the teams
take part in the cup is not so
famous  the spreadability after
the campaign is low