Tokyo-based JCB is has adopted the popular Japanese robot cat Doraemon character as its new branding strategy in the Vietnam market. JCB will use Doraemon as the brand image character for promotion and brand advertisement in Vietnam until October 1, 2017.
JCB is working actively to strengthen and expand payment brand business in Vietnam. JCBI entered into the market in acquiring business in 1991 in cooperation with Vietcombank, and now has partnerships with 10 major acquiring banks with more than 100,000 merchants. JCB also started card issuing business with VietinBank in October 2011. Now over 250,000 JCB cards have been issued in Vietnam by 6 major banks. As Vietnam is undergoing rapid economic development and its payment industry is fast-growing, JCB has been running a series of big-offer promotions to encourage more consumers to apply for a credit / debit card and use it in daily life.
The new branding strategy also features Vietnam promotional message: “Future in your hand”. JCB wants to , help the customer to have a smart and bountiful life with a JCB card in their hands.
-JCB branding plan with Doraemon
1.Doraemon short movie advertisement on internet and OOH
To advertise JCB brand with short commercial movies using Doraemon on popular Vietnam websites and OOH (out-of-home) in shopping mall and office building in the big cities of Vietnam.
2.Promotions for cardmembers featuring Doraemon
To conduct several promotions with Doraemon. One of the promotions is a tie-up with a shopping mall in October. JCB cardmembers will have chance to win limited Doraemon goods when they use their JCB card.
3.Advertisement materials featuring Doraemon
To expose Doraemon – JCB stickers at merchants which showing customers that the JCB card is accepted. You can see stickers, welcome boards, JCB logo stands, name card cases and bill holders at JCB merchants featuring the cute Doraemon.
JCB has been an issuer in Vietnam since:
Vietinbank (Vietnam Joint Stock Commercial Bank For Industry And Trade)
Vietcombank (Joint Stock Commercial Bank for Foreign Trade of Vietnam)
Sacombank (Saigon Thuong Tin Commercial Joint Stock Bank)
Eximbank (Vietnam Export Import Commercial Joint Stock Bank)
Techcom Bank (Vietnam Technological and Commercial Joint-Stock Bank)
ACB (Asia Commercial Bank)
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