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SHB’s 30-Year journey: From Heart to Greater Heights

About SHB

About SHB

Established in 1993, JSC Saigon – Hanoi Commercial Bank (SHB) debuted on the Vietnam Stock Exchange in 2009.


Over the past 3 decades, SHB has become a major force in the Vietnamese financial landscape. It ranks among the top 1 for brand strength growth, top 5 for commercial bank size, and is recognized as one of Vietnam’s top 50 enterprises. SHB’s reach extends beyond Vietnam, placing it within the top 100 ASEAN banks and the top 500 globally for brand value.



  • Strategic Planning
  • Creative Solution
  • Media Booking
  • Digital Performance
Success Story

Success Story

The 30th-anniversary communication campaign of SHB Bank has proven to be a resounding success, significantly boosting brand recognition. The campaign’s initiatives sparked lively and positive discussions on social media, effectively communicating the bank’s core values and the “Heart” that underpins its operations.

Particularly noteworthy is the TVC “From Heart to Greater Heights: Developing with the Country” hailed as a groundbreaking masterpiece that paved the way for SHB Bank’s subsequent communication endeavors.



2023 marks a significant milestone for SHB Bank as it celebrates its 30th anniversary. This year coincides with a surge in anniversary celebrations among Vietnamese banks, each vying for attention with their unique communication campaigns. Notably, SHB Bank’s foray into TVC advertising marks a first for the institution, demonstrating its commitment to fostering deeper connections with the public.



To commemorate its 30th anniversary, SHB Bank has set ambitious goals: to elevate brand recognition, attract new customers, and reinforce trust in its products and services. This milestone marks the bank’s debut in TVC advertising, underscoring its commitment to deeper engagement with the public.

At the heart of this anniversary campaign lies the unwavering desire to convey SHB’s core values – HEART – FAITH – TRUSTWORTHINESS – KNOWLEDGE – WISDOM – GREATER HEIGHTS – to customers and partners. These values, deeply embedded in the ethos of SHB’s people, serve as the guiding principles for the bank’s operations and interactions.




  • TVC “From Heart to Greater Heights: Developing with the Country”: This heartfelt TVC served as the centerpiece of the campaign, embodying SHB’s pride in its accomplishments and aspirations for the future.
  • Diverse Social Media Content: A variety of engaging content was crafted for various social media platforms, effectively disseminating SHB’s message to a wider audience.
  • Themed Photoshoot, Key Visual, and Posters: A captivating photoshoot, a striking key visual, and a series of nine posters were created to visually narrate SHB’s story of pride and excellence.
  • Press Relations: Strategic media outreach efforts ensured that SHB’s anniversary milestones and campaign initiatives were prominently featured in news outlets.
  • Targeted Advertising: Targeted advertising campaigns were executed across various platforms to maximize reach and enhance brand awareness.
  • Media Booking: Strategic media bookings secured high-impact placements, including a VnExpress subfolder, airport billboards, and elevator LCD frame ads.
  • Social Listening Report: A comprehensive social listening report was compiled to measure the effectiveness of the campaign, analyzing discussions and gauging overall impact.
32% Brand awareness uplift from TVC
15,267 Social media conversation volume
>100% All-Category KPIs

TVC “From Heart to Greater Heights: Developing with the Country”

  • Received 559 discussions, 144 shares
  • Increased brand awareness by 32% after the main phase


Digital Ads:

  • Facebook Reach: Achieved 101,9% KPI
  • Facebook Engagement: Achieved 108,8% KPI
  • Facebook Video View: Achieved 100.7% KPI
  • Youtube Trueview: Achieved 100,1% KPI
  • ITVC – Admicro: Achieved 100,5% KPI
  • IBV – ADBRO: Achieved 100% KPI


VnExpress Subfolder:

  • Total Landing Page: 60,936
  • Total User: 49,164
  • Total pageview of the article: 49,631
  • Communication for the topic: 11,608,141 Impression
  • Click: 7,681
  • CTR: 0.29%


Social Listening:

  • Total discussions collected: 15,267
  • Total displayed interactions: 253,386
  • 66.7% positive discussions, 32.7% positive discussions
  • Brand awareness surged during the peak phase of the campaign