Techcombank wins gold medal at Asia-Pacific Stevie Awards

Nowadays, brand is no longer a concept associated with mere communication, but has become a strategic asset, reflecting the internal strength and long-term competitiveness of each organization.

At the APAC Stevie Awards 2025 - one of the world's most prestigious awards for innovation in business and marketing, surpassing thousands of nominations from the Asia-Pacific region, Techcombank became the only Vietnamese bank to be honored with the Gold Award in the category of "Innovation in Cross-Media Marketing" and two Silver Awards for excellent brand development campaign and marketing team.

Internationally recognized brand mark

The Asia-Pacific Stevie Awards are a prestigious international award that honors innovation in business and marketing in 29 countries in the region. In 2025, the program attracted more than 1,000 nominations from leading businesses in the Asia-Pacific region. Techcombank's winning the top prize in an important category not only affirms its creativity, but also demonstrates a methodical approach, led by a differentiated brand strategy based on customer experience, consistency in communication messages and technological strength - considered the "golden key" in the journey to reach the world .

The representative of the Organizing Committee revealed that the outstanding campaign that contributed to honoring Techcombank was the combination of artificial intelligence (AI) with music and emotions - when the bank helped tens of thousands of customers co-create personal music. With more than 40,000 songs created with GenAI, the campaign strongly spread the spirit of "Being better every day", arousing the desire to move forward in the community.

“We are very impressed with the quality of this year’s nominations,” said Maggie Miller, Chair of the Stevie Awards. “Companies like Techcombank have demonstrated outstanding innovation, resilience and creativity in the digital age.”

Emotional Engagement Strategy – The Key to Building Trust

Not stopping at technology, Techcombank also focuses on connecting emotionally with the community and customers. The campaign “Moving towards the dream” with the participation of singer Soobin Hoang Son has become an inspirational phenomenon, attracting more than 7 million views on YouTube after only two weeks of release.

At the same time, the community running series “Run for a better Vietnam” is also a testament to Techcombank’s commitment to promoting a positive lifestyle. With more than 30,000 participants in 2024 alone, the campaign has affirmed the spread of the spirit of healthy living and social responsibility that the brand always aims for.

Techcombank moves towards the dream of contributing to inspiring the community

Building a brand from within – a sustainable path

The success of international banks such as DBS (Singapore) or KakaoBank (Korea) shows that strong brands do not come from massive campaigns, but from the synchronization between strategy, technology, people and corporate culture. Techcombank is following that path – aiming for a complete customer experience, inspired from within the organization.

Through Techcombank’s digital music project, many confidences are shared when users have the opportunity to look back at themselves, their successes and failures, and even their unfinished dreams to have the motivation to move towards a better version of themselves. In that sense, dreams are a journey in which each person devotes their heart to it, and never gives up. The bank then becomes a bridge for aspirations to rise up, to realize the dreams in each person.

According to Professor John A. Quelch - the world's leading branding expert, former Vice President of Harvard Business School, when he visited and worked in Vietnam in early May 2025 in recent days: "Bank brands can only be sustainable if they are built on a solid foundation of internal strength, from digital strategy to corporate culture. Technology is a lever, but customer trust and companionship are the most valuable assets."

Sharing the same view, Mr. Peter Verhoeven - an expert with more than 40 years of experience in the global financial services industry, currently a member of the Anax Invest Board of Directors, said: "In a volatile world, a brand is no longer a logo or slogan, but a consistency in customer experience, down to the smallest detail. Strong brands are those that know how to start from within - from people, systems, to service thinking."

Techcombank’s consistent brand development strategy has brought positive results not only in terms of emotions but also in business performance. According to a report by Brand Finance – the world’s most prestigious organization in brand valuation, Techcombank’s brand value in 2025 will increase to nearly 1.7 billion USD. At the same time, the bank was voted “Vietnam’s No. 1 Bank” for two consecutive years (2024 and 2025), based on a global customer survey conducted by Forbes magazine.

According to data released in the first quarter of 2025 by NielsenIQ - the leading provider of independent global measurement reports - Techcombank continued to maintain its No. 1 position in the Brand Equity Index (BEI) for the past two consecutive quarters. The bank is also the only brand to record growth in the context of a somewhat sluggish general market.

Ms. Thai Minh Diem Tu - CMO Techcombank

“For me, marketing is about creating a brand with depth – through inspiring stories, touching emotions and truly connecting with customers. A brand is not just an image or reputation, but a long-term asset that helps businesses differentiate themselves and drive growth. Techcombank’s “Better Every Day” Brand Promise demonstrates our commitment to helping Vietnamese people become self-reliant and develop comprehensively – from health, knowledge to financial success. This is the key for Techcombank to go further on the regional map, building a brand that is different in thinking, leading with capacity and deeply connecting with customers,” shared Ms. Thai Minh Diem Tu - Director of Marketing at Techcombank.

From a pioneer bank in digital transformation, Techcombank is gradually becoming a model for how to build a brand associated with internal strength, customer emotions and business efficiency. This is clear evidence that a brand - when built properly, will not only be an identification factor, but also a key strategic asset of every organization, especially in the banking sector - where trust and reputation determine existence and development.

Red Rose

Source: https://congthuong.vn/techcombank-gianh-giai-vang-stevie-awards-chau-a-thai-binh-duong-387210.html