New entertainment blockbuster attracts a series of brands to "pour money"

Vie Channel has set the broadcast date for the new blockbuster “Em Xinh Say Hi” with sponsor TPBank.

Producer Vie Channel (belonging to the DatVietVAC media ecosystem) has just “launched” the new game show Em Xinh Say Hi to air at the end of May. The famous brands sponsoring the program are attracting a lot of attention right now.

Tien Phong Commercial Joint Stock Bank (TPBank) was announced as the main sponsor of Em Xinh Say Hi, Diana is a co-sponsor. This shows an interesting connection in the investment strategy of the bank and the FMCG brand in the first time pouring money into a music game show.

Vie Channel “says hi” with completely new sponsor TPBank in the upcoming game show

Producer Vie Channel emphasized that Em Xinh Say Hi is a program to search for a new generation of female artists with potential, uniqueness and daring to be different. Diana and Em Xinh Say Hi easily found common ground in the female customer base - audience, together conveying the message of encouraging women.

The female artists of Em Xinh Say Hi were once "teased" by Vie Channel in the final night of Anh Trai Say Hi

With the main sponsor TPBank, the orientation of Em Xinh Say Hi is also consistent with the brand positioning when this bank builds a youthful, friendly identity aimed at young people. Previously, TPBank had "chosen the face to entrust gold" Son Tung M-TP, an artist who possesses his own unique qualities in music style and personal image. The prerequisite for TPBank and Diana to "spend money" at the same time lies in the success of a series of hit shows that Vie Channel has produced: Rap Viet season 3 earned 10 billion views on multiple platforms, Mask Singer dominated the Top Trending Youtube in both seasons, Say Hi Brother became the hottest topic on social networks in 2024 with 12.7 million discussions...

Therefore, Vie Channel's new trump card is expected to achieve impressive results like previous programs, helping TPBank and Diana increase their coverage strongly with the general audience in 2025, especially Gen Z who follow the game show. Young audiences bring many advantages when they are often active on social networks, creating widespread discussions for the program and artists, and are also a potential customer group for FMCG brands and digital banks.

In fact, TPBank and Diana both invest heavily in music marketing with a series of annual music festivals with a scale of 35,000 - 50,000 audiences, gathering young rising stars. Shifting to long-term investment in a program broadcast for 4-6 months, cooperating with the "rating guarantee" producer Vie Channel can help these two brands maintain a better reputation in the long term, instead of the short-term media effect from a single music event.

Em Xinh Say Hi is in the top of the most discussed programs of the week even though it has not been broadcast yet. Source: Socialite

YouNet Media's statistics from 30 joint stock commercial banks in Vietnam show that 40% of investment and sponsorship banking activities in 2024 to attract the attention of current users are related to Music. Of which, 24% of banks invest in concerts, 20% of banks choose to invest in game shows.

Explaining the increasingly strong investment trend of banks in music TV shows, Pencil Group CEO Nguyen Tien Huy said that the banking industry is actively shifting to digital users, developing individual customer files, especially young customers.

Cultural marketing through music has always been a top choice of banks for many years. Music game show models learned from China have been successful in Vietnam, creating a large audience loyal to game shows and opportunities for banks to approach and convert young audiences into customers.

According to this expert, the success or failure of banks pouring money into entertainment programs depends on the "three-legged stool": game shows - fans - accompanying campaigns of sponsors. “First, does the show’s content reach the majority, especially on social networks? If the show is successful, the sponsor’s brand reach will increase. If the show is not popular, the sponsor will only receive the same reach as a normal advertising campaign, and when measuring brand association, it may even be lower than the campaigns that the brand creates itself. Second, does the show have a passionate fan community because this is the group with the highest potential to convert into customers of the sponsor. The final factor lies in the sponsor’s campaign when accompanying the show, whether it can increase brand association, market products to the right fan base, and increase long-term brand value. Investing in show sponsorship certainly always has the risk of winning all or falling to nothing,” CEO Nguyen Tien Huy commented.