For about a year, the performing arts market in Vietnam has maintained its heat without cooling down thanks to a series of consecutive famous concerts.
The music nights gathered singers from the two programs Call Me by Fire and Say Hi Brother, proving their persistent appeal to the audience, forcing them to spend money to go to the concert for the 5th or 6th time.
Recently, Kpop concerts featuring G-Dragon have also become a topic of discussion on social networks. The chrysanthemum icon of the Big Bang leader appeared on all platforms, which means that information about the music night and sponsor was also of interest to millions of people.
These shows have one thing in common, which is that they are invested/co-organized by a business in the banking sector. The audience using the services of these banks will have privileges when buying tickets - especially when the ticket hunting battle is getting fiercer.
Thanks to that, the logos of these businesses also appeared all over the signs, on the screens of concerts, on items that fans bought.
The slogan of banks also easily "ingredients" the memories of entertainment program lovers, being played in each concert night that gathers tens of thousands of people.
With the success and strong influence of these shows, many other entertainment programs such as Sister Who Makes Wave, All-round rookie, Em xinh say hi... are accompanied by businesses in the banking industry.
Talking to Lao Dong reporter, communication expert Le Thom - Lecturer at the Academy of Public Administration and Management, specializing in research in the field of experience marketing - commented that in recent years, many banks have cooperated with major music programs, as part of the experience marketing campaign (Experiential marketing), because they clearly see the benefits of investing.
"The context of the entertainment industry in Vietnam is booming with the strong development of digital music platforms, the frequent appearance of international artists and the increase in diverse entertainment demand from young people, especially the Genes Z. Music events are no longer merely a performance program, but become a destination of trends, culture and community. Quit with vivid sound, impressive light, scent, brand identity and design physical space to optimize the touch points with the audience and promote interaction, "Le Thom said.
This expert believes that music has the power to evoke deep emotions and create a pinnacle moment when the audience immerses themselves in the melody.
A study on Brand experience also shows that the sublime experience with music will deeply engrave the brand in the memories of the participants.
In that context, traditional experiences such as attending seminars, watching advertisements or coming to booths are gradually giving way to modern experiences, where customers directly participate, feel and respond immediately, Ms. Le Thom assessed.
This shift comes from the need to improve the level of emotional connection, while businesses can measure behavioral data on the spot. In terms of business, banks collect immediate data such as application downloads, card opening rates and registration for incentives right at events, showing that music experiences bring deep and effective emotional connections.
Therefore, the more the program attracts the attention of a large audience, the more profitable the investment business is, increasing recognition and attracting more customers to use the service and potential customers.
In 2024, the bank investing in the Call Me by Fire program will increase the rate of non-term deposits (CASA) to 40%, pre-tax profit will increase by 20%.
Similarly, the Say Hi Brother program helps investment banks record a double card growth of 44%/year, while card spending increases by 56%/year.
