Write-On the Prosperity

TECHCOMBANKINHERIT THE TRADITION, INCREASE PROSPERITY

An Events & PR Presentation by Dentsu Alpha Limited

Write-On the Prosperity

Summary of Discussion

PR StrategyTopline Action Plan

Event CampaignAction Plan

PR Communication

Write-On the Prosperity

BriefTechombank trusts in Dentsu Alpha’s passion and capabilities to come up with a public relations plan to communicate the corporate and advertising campaign in support for Thang Long Hanoi 1000 Years. With this campaign, Techombank aims to clutch the mindshare of Hanoian people as well as create a credible (emotional and functional)

connection among the key targets: media, Hanoi people and tye whole Vietnamese nation.

To highlight the Heritage of Techombank through the “Inherit the Tradition, Increase Prosperity Campaign” which emphasized its bright outlook and vision.

To work towards the goal of promoting Techombank as the

“credible voice of the category” by taking the leadership stance in educating media, industry &

publics

Objectives

TECHCOMBANKINHERIT THE TRADITION, INCREASE PROSPERITY

Write-On the Prosperity

Media Strategy- Utilize media channels in Print, Online, TV to effectively publicize the campaign & communication.

- Ensure relevant media presence and support for campaign (as well as events) as a means to re-introduce the brand to our key targets.

Print TV Online

Major Dailies (Business, News & Lifestyle)

Business Magazines News Publications

News Special Talkshow

Business Oriented Programs

News WebsiteGeneral Websites

Business Oriented Forums

Media Tactics: Special Features, Advertorials, Editorials, News FeatureMedia of Communication: Print (primary), TV and Online (secondary)

TECHCOMBANKINHERIT THE TRADITION, INCREASE PROSPERITY

Write-On the Prosperity

Messaging MannerEmotional: Positive, Uplifting, and Proud

Functional: Factual, Achievement-focus and Credible

Key PR MessageTechombank supports the 1000 Years of Thang Long Celebration -

encouraging ALL to nurture the tradition of Vietnamese Prosperity.

Message Strategy

Theme

W!te-on "e Pro#e!ty

TECHCOMBANKINHERIT THE TRADITION, INCREASE PROSPERITY

PHASES

TECHCOMBANKINHERIT THE TRADITION, INCREASE PROSPERITY

Introduce, discuss and elaborate the Write-On

the Prosperity Campaign together with Techcombank

corporate information.

Elaborate on the financial aspect and

know-how in building and maintaining

Prosperity.

Target and utilize the bank’s commitment in

embracing tradition and prosperity for the next

1000 Years.

Write-On the Prosperity

Techombank Prosperity Mingling with MediaPress and Media Conference / Launch

A meet-up of members of the Press in a Indo-Chine Prosperity themed setup. It aims to communicate the launch of the campaign as well as communicate information about the bank’s milestones:

•Garden-inspired •Hanoi Lake inspired setup•Speeches from Top Officials•Government Officials as Guests•Formal Launch of Campaign•Promotion & Golden Coin Souvenir•AVPs

Write-On the Prosperity

Techombank: In the Forefront of 1000

Years of Prosperity (Advertorial)

An advertorial detailing two success examples: (1) Techcombank’s strong history; and Techombank’s inspired vision to maintain its Prosperity.

•Pictures of early past and present•Important milestones in the bank history•Vision of the future•Connection on the 1000 Years of Thang Long Celebration

Write-On the Prosperity

Techcombank Milestones Special Section Publication Supplements

A special supplemental section in the major dailies to announce

Techcombank’s salute to Thang Long’s 1000 Years.

• Greetings from Techcombank’s Board of Directors

• Greetings from Techcombank’s Partners

• Milestones and previous projects

• Future projects to attain 2010 vision to be the top bank in

Vietnam.

Write-On the Prosperity

Techcombank’s Secret to Prosperity: Trust, Quality and Effectiveness(TV Documentary or Print Feature)

Techcombank’s sharing the secret of its corporate success as well as the partners that helped them achieved heights: people, corporation and individuals.•Elements of long term vision will be categorized to: Trust, Quality and Effectiveness.•Pictures, testimonials and story will be gathered to increase credibility and realness.

Write-On the Prosperity

Financial Experts’ Advice

Financial Prosperity I Do’s

and Dont’s (Blog & Column)

Techcombank Executives start and maintain a blog and

newspaper columns to give advice and write about the

Do’s and Dont’s Guidelines in starting Financeial

Prosperity.

Letter type.Case Studies

Practical and DoableRelevant to targets’ situation

Write-On the Prosperity

The Landscape of Financial Commerce: Prosperity.. Then and 2010

(Photo Essay + Advertorial)

A photo essay and advertorial based on research highlighting the story of currency and economic business in Vietnam.

- Pictures and Photos of Hanoi/HCM and Trading Trends- Global Analysts and Experts opinions

- Graphs and Studies

Write-On the Prosperity

Tradition & Wealth: Keys to Getting Ready for A Prosperous Nation (Techombank Executive Interviews)

- Interviews with Top Officials to discuss Techcombank’s Services and involvement in 1000 Years Thang Long Celebration

- Reinforce its commitment to become one of the innovation mover in the category.

- Discusses importance of Tradition and Wealth as they are core driver in the campaign.

Write-On the Prosperity

Activation

Event and Promotion Coverage(TV, Print and Online)

PromotionEvents & CSR Program

Extensive coverage in Television, Print and online in all suitable for the targets.

Write-On the Prosperity

How the Vietnamese Millionaires Get their Prosperous

Millions Feature Series on

Successful Business Hanoians

(Advertorial)

A sitdown feature or advertorial focusing with successful Vietnamese Millionaires and sharing their small beginnings and how they ensure that

their success will last 1000 Years,

Write-On the Prosperity

1000 Years 1000 Prosperity

Tips (Feature Article)

A big branded Piggy Bank will be placed in all

branches (as well as high traffic places) to

symbolize the importance of the habit of saving not just money but WEALTH. Tips written in paper can

be picked up by consumers.

To support its communication, a feature article will be published

the effort and its objectives.

Write-On the Prosperity

Techombank: In the Forefront of 1000 Years of Prosperity

(Advertorial)

Tradition and Wealth: Keys to Getting Ready for A Prosperous Nation

(Techombank Executive Interviews)

Financial Experts’ Advice Financial Prosperity I do’s and

Dont’s - (Column)

Techombank Milestones Special Section Publication

Supplements

The Secret: Techombank’s Prosperity Ingredients (TV

Documentary)

Vietnam Financial Commerce Landscape: Now and Then

(Photo Essay)

Media and ProsperityPress and Media Conference /

Launch

1000 Years, 1000 Prosperity Tips and Discussion on

(Radio Programs)

Event Coverage on TV, Print and Online

How Millionaires Get their Prosperous

Millions - Feature Series on Successful Business Hanoians (Advertorial)

Events

Really great people make you feel that you, too, can become great

- Mark Twain

Write-On the Prosperity

As Techcombank commemorates the 1000 Years of Thang Long, we remember its corporate

vision -- to be one of the top name in its category.

With the celebration of 1000 Years of Thang Long, Techcombank aims to inspire every individual to build

a nation that is

Prosperous..

Respectful of history’s lessons...

Now and for the next 1000 Years.

Write-On the Prosperity

W!te-on "e Pro#e!ty

OBJECTIVES

TECHCOMBANKINHERIT THE TRADITION, INCREASE PROSPERITY

Provide a venue for the consumers to

experience ATL’s Write-On the

Prosperity Campaign

Promote Techcombank’s Commitment to Trust

Quality and Effectiveness as its core corporate

vision.

Write-On the Prosperity

A meet-up of members of the Press in a Indo-Chine Prosperity themed setup. It aims to communicate the launch of the campaign as well as communicate information about the bank’s milestones:

•Garden-inspired •Hanoi Lake inspired setup•Speeches from Top Officials•Government Officials as Guests•Formal Launch of Campaign•Promotion & Golden Coin Souvenir•AVPs

Techombank 1000 Years and Beyond Write-on the Prosperity Internet Site

Write-On the Prosperity

Drop A Coin, Make A Wish, Build a Tradition for 1000

Years of Prosperity CSR Program to be

implemented in all channelsGreat Wall of Prosperity -A commitment wall for prosperity wishes and

gratitude to tradition to be placed in a high traffic area.

100 Pillars of Tradition & Prosperity AWARDS

A Photo Exhibit to feature Top 100 Men and Women who championed tradition and become successful in

Vietnam.

Culminating Event- Customer Party -

Corporate Internal Prosperity Party

Merging Tradition & Prosperity Symposium Series - Control Your

Financial Destiny - If you're not in control of your money, you can't be in control of your life. So,

starting right now, your goal is to be an individual who owns the power to

control her financial destiny.

Prosperity & Lucky Notes - 1000 Steps to Wealth

To be distributed in branches and public places through a giant

branded Vietnamese ceramic .

Events Sponsorshipin Universities and

Business Clubs about Finance Smartness,

Tradition and Success

Techombank’s Prosperity Blimp / Mobile Caravan

A blimp, balloon or mobile Caravan which will go around Vietnam will be Techombank’s symbol of success. Everyone

who will see this will be in awe and feel LUCKY in the next

1000 Years.

Phase 1 Phase 2 Phase 3

Aims to jumpstart the campaign on-ground with an ATL -related messaging + inspire

objectives

Aims to communicate credibility, inspiration and

knowledge that Vietnamese can relate and understand

Create a lasting positive impression about the

brand and its message of keeping tradition to increase prosperity.

Techombank 1000 Years and Beyond - Write-on the Prosperity

Internet Site

Write-On the Prosperity

Great Wall of

Prosperity -A

commitment wall for prosperity wishes and gratitude

to tradition to be placed

in a high traffic area.

Prosperity & Lucky Notes -

1000 Steps to Wealth

To be distributed in branches and public

places through a

giant branded

Vietnamese ceramic .

Prosperity in Action