Leo Burnett wins Vietnam Prosperity Bank SmartCash launch brief

Vietnam Prosperty Bank has appointed advertising agency Leo Burnett to launch is SmartCash prepaid card offering.

The announcement:

(Ho Chi Minh: 27 August 2013) Vietnam Prosperity Bank (VP Bank), recent winner of the “Most Innovative Retail Bank in Vietnam 2013” award at the Global Banking & Finance Review, has appointed Leo Burnett Vietnam to launch its new virtual prepaid card offering of SmartCash.

It is the first virtual prepaid card offering in Vietnam, a fast developing e commerce market (according to a recent PWC report, Vietnam’s e-commerce market value “gross merchandised value” was approximately of USD $300 million in 2011 with the expectation to grow at an average 75% from 2011-2015 to USD $2.8 billion by 2015.) to provide secure and easy payment solution.

Leo Burnett Vietnam was assigned to analyse the e-commerce and e-payments space across different markets to develop a launch strategy which includes ecosystem structure, branding and the long term communication strategy.

Kalidas Ghose, Head of Retail Bank for VP Bank said, “The launch of SmartCash will help us leap ahead of our competition through the offering of a safe and unique solution for e-commerce and digital payments. As a first of its kind in the market, SmartCash will help position VP Bank as an innovative organisation in the banking industry.”

Lukasz Roszczyc, Managing Director of Leo Burnett Vietnam commented, “I’m proud of the team and the innovative solutions we delivered for VP Bank. With SmartCash, we are bringing banking possibilities for millions of users, including those who have never had a bank account and those who are hungry for ecommerce experience. Together with VP Bank, we are pioneering a way forward in the Vietnam’s e-commerce space.”

Jarek Ziebinski, President Leo Burnett Asia Pacific said “As digital becomes a way of life for people, e-commerce becomes a key focus for businesses. In Vietnam which has one of the most dynamic markets for digital in the region, ecommerce is still in its early stages of development. We are extremely glad to have the opportunity to chart a new chapter in this area with VP Bank in Vietnam. Ecommerce has been one of the strategic pillars for Leo Burnett globally and we have consistently been growing, developing and accumulating our expertise in this area in order to deliver the best business and creative solutions to address consumers’ changing behaviours through the possibilities of technology.”

Source: press release


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