The most thoughtful "boss" of the concert season is TPBank

As the main sponsor of Em Xinh “Say Hi” Concert, TPBank “took the spotlight” with its brand purple color covering the stands and the message “TPBank App – Top utility. Top life” was chanted by tens of thousands of Xinhiu. Not only sponsoring, TPBank also cleverly created a series of sophisticated experiences to become the most beloved name in the hearts of fans.

Recently, TPBank has become the center of attention of the media and social networks as the Main Sponsor of the reality show Em Xinh “Say Hi” and especially two consecutive Em Xinh “Say Hi” Concerts in Ho Chi Minh City and Hanoi (coming October 11). For a bank that is familiar with famous concerts, this partnership is not only an opportunity to spread the new positioning message “TPBank App – Top utility. Top life”, but also a strong affirmation of the strategy of conquering young people with emotions and lifestyle. When the brand message is cleverly combined with music and experience, combined with sharp products and brand activities, Purple Bank is even more worthy of the title "Bank of the young".

TPBank appeared "extremely hot" at Em Xinh "Say Hi" Concert. Photo: Vieon

GenZ burned themselves out with TPBank's purple color at Em Xinh "Say Hi" Concert

Appearing at Em Xinh "Say Hi" Concert, TPBank made the audience "explode" with the brand's purple color covering the space. The message "TPBank App - Top utilities. Top life" is no longer just on the screen, but is chanted in unison by tens of thousands of Xinhiu (fans of the show), as an affirmation of their love for the "Kim Chu" who has accompanied the show for 3 months. With the Em Xinh “Say Hi” program continuously holding the TOP 1 position in discussions on social networks throughout the broadcast time, along with nearly 1 billion views of TPBank brand advertisements spreading in parallel, the message “TPBank App – Top utilities. Top life” has naturally imprinted itself in the minds of consumers, becoming a slogan associated with young people.

The message “TPBank App – Top utilities. Top life” was chanted by tens of thousands of Xinhiu in unison. Photo: Vieon

The TPBank booth area became the hottest “check-in” spot of the concert. Young people were excited to experience financial technology, receive exclusive gifts from Bank Tim, play interactive games with a strong digital style and do not forget to “rock” to the vibrant music. In particular, TPBank made the Xinhiu community “fall in love” when it delicately dropped tens of thousands of gifts with caring messages such as: Immediately give money into Xinhiu’s account to drink water after the concert; Giving away discount codes for technology car services after the concert with the advice to “go home carefully”.

Not only “pampering fans”, TPBank also scored points by giving many favors to young artists, creating a deep sympathy with fans. During the program, the bank continuously invited emerging faces to participate in promotional activities with the brand - contributing to creating conditions for the artists to appear frequently in front of the public.

TPBank also scored points by giving many favors to young artists.

Right at the concert, Xinhiu can also send hearts and messages to their idols at the TPBank booth. The artist who receives the most hearts will be awarded a “huge” gift: a week of appearing on large OOH screens. This made the fan community extremely excited when they can both support their favorite young artists and give affectionate compliments to a very thoughtful sponsor.

The spread beyond the stage thanks to understanding customer insights

TPBank's gains after the program have gone far beyond the stage lights. During the Em Xinh "Say Hi" program, TPBank's application grew rapidly, surpassing 120,000 downloads in a day. With the introduction of the new TPBank Mastercard Fest card product exclusively for concertgoers, TPBank has tripled the number of TPBank Mastercard cards issued at this bank. The numbers show the strong attraction from the combination of brand and entertainment program.

On social networks, TPBank leads the industry in positive sentiment index in July - August 2025 and has become the center of heated discussion in the fan community. That comes from TPBank's clever use of a youthful, creative and "gen Z-standard" digital banking experience combined with consumer tastes to create products that are extremely "popular" with the audience.

TPBank has attracted tens of thousands of fans to use the TPBank App just thanks to the interface that bears the mark of the Em Xinh “Say Hi” program, with sparkling images of young artists such as Phuong Ly, Orange, Lyhan, 52Hz… TPBank App also makes users excited when experiencing the lovely money transfer cards with the images of these artists, and especially the Flash 2in1 multi-function payment cards with stickers bearing the images of artists - gifts that are extremely sought after by fans.

TPBank is not only a sponsor, but also a companion, and fully caters to all the needs of fans. When Vie Channel announced that TPBank would continue to accompany the second concert night in Hanoi on October 11, the Xinhiu was overwhelmed with joy because Night 2 was what fans had been eagerly waiting for from the sponsor for the previous month. Listening, being quick and taking action, TPBank won the hearts of fans.

TPBank continues to accompany the second concert night in Hanoi on October 11.

The program may only last 3 months, the concert may only take place for a few nights, but TPBank has cleverly turned these successes into a foundation to extend the brand journey. By keeping in tune with Gen Z, TPBank not only maintains the heat and health of the brand, but also creates a clear breakthrough in business indicators.