ROUND 01: AWAKENING
BACKGROUND
TOPI - SMART SPENDING COMPANION
PRODUCT AND UNIQUE VALUE
CAMPAIGN CHALLENGE
CAMPAIGN DELIVERABLES (ROUND 01)
Context and Trend
Loud budgeting: A rising trend, but is it heading in the wrong direction?
RISING COSTS
GEN Z IMPACT
Public sharing of cost-cutting &
Global minimalist lifestyles
inflation (IMF 2024) Most directly 1 in 2 Gen Z spend ≥5 days
pressured researching before a purchase
(Shopee and Kantar Q2/2024)
Vietnam Shift
CPI mainly food,
More intentional Impulsive Intentional
healthcare, education
with money spending
The Contradiction & Root Cause
Positive Negative
INTENTIONAL SPENDING IMPULSIVE SPENDING
Loud budgeting → mindful consumption Influencer lifestyle & BNPL overuse
Longer research before purchase
60% 49%
Gen Z impulsive purchases via social media ads BNPL users face overspending / missed
(2025 survey) payments
ROOT CAUSE
Limited access
Only to diverse
FINANCIAL of Gen Z answer 4/5 financial Unbalanced financial habits
LITERACY GAP finance basics (FINRA) products No clear long-term plan
Consumer and Market Insights
Open regulations Limited scope
FINANCIAL MARKET Most products focus on only 1–2 core functions
GROWING
Wealth management demand
Lack of advanced tech integration
Not meeting diverse needs
More personal finance solutions for Gen Z
BUDGETING DIGITAL SOCIAL Transparency issues
APPS BANKING MEDIA
with
BUDGETING PROMOTING SAVING & Low quality of personalised consultations
FEATURES MINIMALIST LIFESTYLES
Link to TOPI's Materials
TOPI - Smart Spending Companion
LAUNCHED MISSION
Security
2022 by VAM Investment JSC Provide a comprehensive, all-in-one platform
Simple & intuitive
Accessible anytime, anywhere
VISION Helps every Vietnamese understand,
Elevate financial literacy nationwide & manage, and grow their finances
empower financial freedom.
TOPI - Smart Spending Companion
Top-tier encryption Safe Real-time analysis Fully online Tailored portfolios
+ & by goals & risk
Cybersecurity team Clear Portfolio Smartphone-
rebalancing friendly
Reliable investment
experiences
TOPI - Smart Spending Companion
1M+ customers within 3 years
4.7/5 rating on App Store & Google Play
Managed by Amber Fund Management JSC (licensed by SSC)
Annual audits by EY (Big Four)
Custodied & supervised by BIDV
Adopted AFP standards (Vietnam Wealth Advisors)
Product and Unique Value
What makes TOPI different?
DETAILED
Assets
Assets
MANAGEMENT OF ONE-STOP PLATFORM
Diverse assets
AI personalization
Real-time transactions
Cash flow
Cash flow Debts
Debts
Why it matters for Gen Z?
CLEAR OVERVIEW VIA
Advanced Persona
Asset
Asset models
+
-lization
+ Convenience
pyramids
pyramids
Balance
Balance
sheets
sheets Supports sustainable saving
Investment habits in the “loud saving” era
Campaign Challenge
As the marketing team for TOPI,
a personal finance and
investment platform promoting
SOCIAL smart consumption, your team
To increase awareness of will design a social campaign
financial literacy gap in Gen Z targeting the 18-25 age group
that addresses the social
challenge posed by gaps in
BUSINESS Gen Z’s spending habits and the
business challenge of expanding
To expand TOPI user base and
TOPI’s user base.
strengthen smart spending positioning
Campaign Challenge
Raise awareness of TOPI
Increase financial literacy
among Gen Z, highlighting Define how the campaign
and empower Gen Z to
the importance of could engage the audience
develop essential personal
responsible financial and inspire action.
finance competencies.
habits and smart spending.
BUDGET DURATION
3
300M VND 3 MONTHS
(October 2025 - December 2025)
Campaign Deliverables (Round 1)
NO. REQUIREMENTS DESCRIPTION
Understanding & Prevalence: Vietnamese Gen Z (18-25) definitions of "smart
spending" and "loud budgeting" usage frequency, and group-spend contexts.
Technology & Payments: Impact of digital payment methods on spending
discipline and desired features for budget transparency tools.
1.1. Cultural Norms: Vietnamese cultural factors affecting budget disclosure
1 Analysis General Analysis - comfort levels across demographic segments.
Social Background Impact & Intent: Potential effects of loud budgeting adoption on finances,
relationships, and stress; implementation willingness.
Brand/campaign landscape: Which brands/campaigns in Vietnam address
responsible spending, what messages/channels worked, and what gaps/white
spaces can TOPI own.
Campaign Deliverables (Round 1)
NO. REQUIREMENTS DESCRIPTION
Perception & Segments: How do the general audience and Gen Z view smart
spending and loud budgeting, and what promotions influence these
perceptions?
Adoption & Barriers: Extent of integration into youth routines, contexts where
budget transparency is avoided, and main psychological/social/tech obstacles.
1.2. Social Dynamics: Effects of budget declaration on inclusion, status, and dignity
1 Analysis
Issues in varied group settings and income levels.
Tools & Communications: Features, rules, and campaign messages needed for
practical, empathetic loud budgeting; common failure points.
Impact & Benchmarks: Expected effects on finances and relationships, typical
initiators, willingness for short-term adoption, and relevant global practices
for Vietnam.
Campaign Deliverables (Round 1)
NO. REQUIREMENTS DESCRIPTION
Research on how TOPI utilises products/services to promote smart spending,
and the purposes of TOPI creating products/services to reach TA.
1.3. Assess TOPI’s current marketing communication activities for promoting smart
1 Analysis
TOPI Analysis spending.
Identify the marketing communication objectives & foresight the challenges
that Topi might face.
Campaign Deliverables (Round 1)
NO. REQUIREMENTS DESCRIPTION
Conduct research and analysis to give identification and suggestion about:
Characteristics & Preferences (demographic, psychographic, behavioral, online behavior, etc.)
2 Target Audience (TA) Behaviors & Pain points: How do they plan/track spending today, what triggers overspending, and what
are the top psychological/social barriers to stating a budget (FOMO, judgment, bill-split norms)?
Social norm pressure: High/Med/Low, typical group settings
3 Insights Based on TA analysis, work out the relevant insights based on which to craft the big idea for the campaign.
State a clear strategy and actionable idea on what approach Topi can use to increase TA engagement,
Big Idea, therefore changing their perception.
4
Strategic Approach Develop a compelling and creative Big Idea that outlines your core approach to addressing the
campaign brief.
Campaign Deliverables (Round 1)
NO. REQUIREMENTS DESCRIPTION POINT
1.1.
General Analysis - Give a clear, concise picture of smart spending in Vietnam. 5
Social Background
Correct identification of key issues with in-depth consideration of social,
1.2. Issues cultural, or other contexts. 5
1 Analysis
Research findings are strongly connected to the insights and big ideas.
Give a thorough analysis and excellent understanding about TOPI.
Relevant and correct assessment of the impact of Topi’s products/ services and
1.3. TOPI analysis 10
marketing activities.
Correct identification of the challenges and understanding of the objectives.
Campaign Deliverables (Round 1)
NO. REQUIREMENTS DESCRIPTION POINT
Well-defined and showing a deep understanding of TA based on the
10
previous research and campaign objectives.
2 Target Audience (TA)
A detailed customer journey with relevant touchpoints. 10
Relevant insights based on which to develop the idea and the campaign to
3 Insight 25
engage with the core audiences.
Campaign Deliverables (Round 1)
NO. REQUIREMENTS DESCRIPTION POINT
Creative and feasible big ideas that can solve challenges and campaign
objectives.
4 Big Idea & Strategic Approach 30
Strategic approach demonstrates a clear and logical link between the
marketing challenges, TA, and the big idea.
Excellent writing with no grammatical or spelling mistakes.
The structure of the presentation is easy to follow.
5 Presentation 5
Level of aesthetics and creativeness (can be well-visualized by mock-ups,
references, etc.)
TOTAL 100
RULES AND REGULATION SUBMISSION INSTRUCTIONS
Format: Slides (16:9) in PDF format, no larger than 10MB.
1. Format: Submissions are presentation slides (16:9) and Deadline: 21:00, 10/09/2025.
submitted in PDF format to the Organization Committee. The file should be named: [PP5-R1] Team’s name.
2. Length:
Each team may submit 20 slides maximum, excluding the
introduction, table of contents, or conclusion. (Must NOTE
include one Executive Summary slide).
A reference section, if applicable, must be limited to a
maximum of 5 slides at the end of the file. Teams must compress the final file before submission.
References must appear directly on the slides; external Late submissions and extensions will NOT be accepted under any
hyperlinks or attachments are not permitted. circumstances.
Each team must submit the final work ONCE ONLY, using the team leader’s
3. Language: email address via: https://bit.ly/PP5-R1-Submission
Submissions must be in English. Each email address is only allowed to fill this form once; responses cannot
Technical terms from other languages may be used if an be edited after submission.
English translation is provided. Teams are advised to review their work carefully and submit at least 30
Teams must choose appropriate terms to avoid possible minutes before the deadline to avoid technical issues.
misunderstanding. Confirmation email will be sent to the team leader’s email address before 10
September 2025 23:59.
Nguyen Hung Quang
Head of Specialized Department
[email protected]
Nguyen Ngoc Linh Nhi
Member of Specialized Department
[email protected] Email: [email protected]
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