Brand that touches emotions, TPBank accelerates with 'Em Xinh Say App Dinh'

The skillful combination of technology, music, and idol culture has helped TPBank achieve breakthroughs in business performance while strengthening its image as a pioneering bank in innovation and creativity.

TPBank and the turning point of using technology to touch GenZ emotions

For many years, TPBank has been considered one of the pioneering banks in digital transformation, with signature products such as the TPBank App, LiveBank 24/7, and TPBank Biz.

However, in 2025, the "purple" brand has gone further, not just talking about technology, but also telling the story of user experiences and emotions. With the message "TPBank App – Ultimate Convenience. Ultimate Living," the bank positions its application not just as a financial tool, but as a personalized space where users express their ultimate lifestyle.

Features like ChatPay, online card application, double-earning accounts, and personalized interfaces are meticulously developed, aiming to provide a smooth, intelligent, and user-friendly experience. While not the first bank to incorporate music into its marketing, TPBank is one of the few brands to do so subtly and with a strong Gen Z cultural imprint.

More than just a sponsor, TPBank became an integral part of the story of each young artist in “Em Xinh Say Hi.”

In the reality TV show “Em Xinh Say Hi,” TPBank appeared not simply as a sponsor, but as an integral part of the story of young artists such as Orange, Phương Ly, LyHan, and 52Hz.

Instead of merely displaying the sponsor logo, TPBank chose to subtly connect its products with the artists. Each artist in the show is connected to a key feature of the TPBank App – for example, ChatPay with Orange, opening a credit card online with 52Hz, the Flash2in1 multi-purpose card with LyHan, or the double-profit feature with Phuong Ly.

This approach makes the product an integral part of the musical journey, rather than an intrusive advertisement. Fans watch their idols while also being curious to "Say the Best App" like their idols.

App TPBank offers experiences that young people absolutely love.

During the show's broadcast period alone, TPBank App downloads increased by over 200%, exceeding 120,000 new downloads on some days, and the number of online credit card applications tripled compared to the average.

'Beautiful Girl, Amazing App': When Young People Tell Stories on Behalf of TPBank

Following its success on television, TPBank continues to expand its reach with the "Beautiful Girl, Amazing App" campaign on social media, especially on the Threads platform – where Gen Z truly lives.

The campaign name carries two layers of meaning: "Say" means both "passionate" and "intoxicated" in English – meaning to speak, to share. Understanding the language of young people, TPBank created a 360-degree communication strategy, encouraging users to share their real experiences and genuine emotions.

With the "Beautiful Girl, Amazing App" campaign, TPBank encourages users to share their real experiences and genuine emotions.

Fans proactively post videos, memes, behind-the-scenes photos, capturing moments of their idols using the TPBank app – creating an unprecedented natural ripple effect. As a result, in just the first two weeks, the campaign recorded tens of thousands of uses of the artist's interface on the App, helping TPBank achieve Top 1 in positive sentiment index on social media and Top 3 banks with the highest discussion volume in the July-August 2025 period.

The journey of touching emotions creates sustainable value

The brand effect from the “You're Beautiful, You'll Love the Top App” campaign did not stop at media dissemination. It transformed into concrete business results, contributing to a more than 19% increase in service income, accounting for 21% of total operating income, and helping TPBank maintain a profit growth of 11% compared to the same period in 2024, reaching VND 6,050 billion after 9 months. The bank's total assets exceeded VND 450,000 billion.

TPBank demonstrates that in an era where technology is increasingly prevalent, touching emotions is the true competitive advantage.

The success of the "Em Xinh Say App Đỉnh" campaign is proof of TPBank's new marketing philosophy. "The pinnacle isn't just about technology, but about making customers feel like they're living life to the fullest every day," a TPBank representative shared.

By combining technological intelligence and human emotion, TPBank has transformed digital banking into a part of young people's lifestyle culture, winning over customers with joy, pride, and genuine experiences.

In the market, TPBank chooses to speak through music, emotion, and the heart of young people – a different but highly effective approach. The bank is demonstrating that, in an era where technology is increasingly prevalent, touching emotions is the true competitive advantage, and that is precisely TPBank's "App Đỉnh."