Golden stage for brands
Just 4 famous programs, "Call Me by Fire", "Anh trai say hi", "Sister Who Makes Wave", "Em xinh say hi" have had 4 large banks "invest". In the near future, a banking enterprise will also organize a concert to invite G-Dragon and KPop stars to perform at My Dinh Stadium, Hanoi.
Large-scale music nights, grand stages and a gathering of famous stars will create a special environment where brands can connect with consumers through emotions. When a bank played big to invite G-Dragon to perform in Vietnam, they and the artist covered the media front, increased the discussion, and even created a trend from the chrysanthemum flowers of the Big Bang leader.
Media expert Le Thom - Lecturer at the Academy of Public Administration and Management - commented that the bank inviting G-Dragon to Hanoi is not simply to hire an international artist but is a methodical strategy to maximize competitive advantage and return on investment rate.
G-Dragon has fans in Asia and around the world, so the bank can expand its reach from domestic customers to international users. The image of "wingless chrysanthemums" associated with G-Dragon caused a stir after only a few hours. Instead of spending hundreds of millions of VND on digital advertising, the bank achieves millions of natural interactions with the cost per interaction much lower than traditional paid media channels or domestic events.
G-Dragon has a stylish, creative and international-class image. When the bank is present with the artist on stage, the audience immediately associates that brand with values similar to dynamism, pioneering and difference.
Experts assess that cooperation with concerts and entertainment stars is creating a communication revolution for banks.
Advertising affects the emotions and experiences of the audience
When tens of thousands of audiences are in agreement and shout the slogan associated with the brand, it can be seen that the brand is not simply a sponsor but has become a familiar companion.
Tran Thanh from the resounding success of "Say Hi" has shook hands with the sponsor to produce the film "The Four Premiums". In the work of more than VND 300 billion of Tran Thanh's revenue, situations related to the service of this bank are integrated into the plot, installed in the main character's dialogue.
Taking advantage of the heat of famous entertainment programs, sponsoring businesses continue to cooperate with "brothers" and "talents" to introduce services to young audiences that are already receiving great attention.
1 month before G-Dragon returned to Vietnam to perform, but Vietnamese audiences were ready to open a bank card to have a ticket to buy tickets. Over the past half, thousands of young people use a bank's service to have a chance to randomly win the "Call Me By Fire" concert ticket. Remember in 2024, thousands of Taylor Swift fans in Vietnam rushed to register to open a bank card of Singapore, in exchange for the right to buy a concert ticket first.
Banks target young people to quickly turn music experience into practical benefits to retain customers. Because Gen Z grew up with the internet, social networks and was sensitive to technology. They love personalized experiences, making quick decisions, and are not afraid to change if they see immediate value.
Expert Le Thom believes that cooperation with art and entertainment brings great emotional and experiential advantages, helping brands to be remembered more naturally and deeply. However, to be successful, businesses need to choose the right partner, ensuring that the value and image of the artist or event must be compatible with the brand positioning.
