JCB Brand Image Character in Vietnam: Doraemon

Oct 02, 2015 16:00 JST

Source: JCB

To enhance JCB brand awareness with a new branding strategy

Hanoi & Tokyo, Oct 02, 2015 - (JCN Newswire) - JCB International Co., Ltd. (JCBI), the international operations subsidiary of JCB Co., Ltd., officially held a launch event for its new branding strategy in the Vietnam market. In the new strategy, the popular Japanese robot cat Doraemon will be JCB's new brand image character, enhancing brand awareness with advertising and promotions.

JCBI 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. JCBI 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, JCBI 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.

JCBI created the new branding strategy to enhance brand awareness in Vietnam for further growth. In JCB's new branding strategy, JCB decided to nominate Doraemon as the new JCB brand image character in Vietnam. Kimihisa Imada, Deputy President of JCBI stated, "Doraemon is a famous robot cat who comes from the future which is also a symbolic character represents Japanese animation. It is well-known and loved by Vietnamese regardless of age or gender. Doraemon will match the image that JCB wants to tell customer, which is future-minded, positive-minded, trustworthy, convenient, and coming from Japan. We believe with this popular character, Vietnamese consumer will be more familiar with JCB brand and it will greatly enhance JCB's brand awareness. JCB wants to bring a smart and prosperous lifestyle to the Vietnam market by JCB cards which providing convenient payment style and many profits."

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 will use Doraemon as the brand image character for promotion and brand advertisement in Vietnam until October 1 2017.

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 Vietnam Business Expansion

- About Merchant Acquiring Business Expansion

JCBI started acquiring business at Vietnam in 1991 with Vietcombank. Now JCBI has 10 acquirers and JCB's acceptance network is over 100,000 merchants.

- Acquirer of JCB in Vietnam

Vietcombank (Joint Stock Commercial Bank for Foreign Trade of Vietnam), Since 1991
UOB (United Overseas Bank Ltd.), Since 1998
Sacombank (Saigon Thuong Tin Commercial Joint Stock Bank), Since 2008
ACB (Asia Commercial Bank), Since 2008
DongA Bank (DongA Commercial Joint Stock Bank), Since 2009
Vietinbank (Vietnam Joint Stock Commercial Bank For Industry And Trade), Since 2009
Eximbank (Vietnam Export Import Commercial Joint Stock Bank), Since 2010
Agribank (Vietnam Bank for Agriculture and Rural Development), Since 2010
Techcom (Vietnam Technological and Commercial Joint-Stock Bank), Since 2014
BIDV (Bank for Investment and Development of Vietnam), Since 2015

- About Card Issuing Business Expansion

JCBI started issuing JCB cards with Vietin Bank in October 2011. Now over 250,000 JCB cards have been issued in Vietnam by 6 major banks.

Issuer of JCB in Vietnam

Vietinbank (Vietnam Joint Stock Commercial Bank For Industry And Trade), Since 2011
Vietcombank (Joint Stock Commercial Bank for Foreign Trade of Vietnam), Since 2012
Sacombank (Saigon Thuong Tin Commercial Joint Stock Bank), Since 2012
Eximbank (Vietnam Export Import Commercial Joint Stock Bank), Since 2013
Techcom Bank (Vietnam Technological and Commercial Joint-Stock Bank), Since 2014
ACB (Asia Commercial Bank), Since 2015

About JCB

JCB is a global payment brand and a leading credit card issuer and acquirer in Japan. JCB launched its card business in Japan in 1961 and began expanding worldwide in 1981. Its acceptance network includes about 29 million merchants and over a million cash advance locations in 190 countries and territories. JCB cards are now issued in 19 countries and territories, with more than 89 million cardmembers. As part of its international growth strategy, JCB has formed alliances with more than 350 leading banks and financial institutions globally to increase merchant coverage and card-member base. As a comprehensive payment solution provider, JCB commits to providing responsive and high-quality service and products to all customers worldwide. More information about JCB is also available on the website: www.jcbcorporate.com/english

Note: JCB statistics are as of the end of March 2015.

Contact
JCB International Co., Ltd.
Ayako Tanaka
Corporate Planning
Tel: 81-3-5778-8390
Email: jcbinternational-pr@info.jcb.co.jp

Source: JCB
Sectors: Cards & Payments