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REQUEST FOR PROPOSAL (RFP) Integrated Marketing Campaign Plan for Mobile Banking App Upgrade

1. Project summary & overview

Woori Bank Vietnam respectfully invites Marketing and Advertising Agencies to submit an integrated marketing communications plan for the comprehensive upgrade campaign of its mobile banking application – WON APP (NEW WON APP).

Category	Project Specifications
Project Name	NEW WON APP Integrated Marketing Communications Plan
Objectives	· Increase brand awareness and enhance the image of the NEW WON APP. · Maximize reach and traffic to the campaign’s landing page. · Drive the acquisition of new users, particularly within the target customer segment in the Vietnamese market. · Increase the number of app downloads, account registrations and usage of key app features.
Target Audience	Vietnamese local consumers aged 20 to 40 (mobile-first digital banking prospects).
Campaign period	From November 1, 2026 to December 31, 2026 (2 Months) *Subject to adjustments to align with the internal schedules.
Total budget	Approx. VND 5,300,000,000 (~USD 200,000) net of VAT. Includes production, creative content creation and media costs.
Contract scope	Full-service integrated marketing package (Strategy development, content creation and production, multi-channel media execution, and performance measurement).

2. Detailed scope of work (SOW)

2.1 Content creation & production

Develop campaign concepts and ideas.
Develop key messages, slogans, and communication scripts.
Design key visuals, banners, and digital publications.
Produce videos/TVCs, motion graphics, and animations.
Produce digital content: articles, social media content, landing pages, and infographics.
Edit and modify images and videos as per campaign requirements.
General requirements:
o Messaging must highlight new app features, promotions, core banking products, and value-added financial services.
o Localization: Creatives must closely align with local Vietnamese culture, youth trends, and local linguistic nuances.

2.2 Campaign Landing page development

Develop interface design (UI/UX) and page structure.
Develop the landing page on web or requested platforms.
o Note: Bidding agencies must explicitly state in their proposal whether they are able to develop in-house web/landing page.
Optimize display on desktop and mobile devices.
Implement conversion mechanisms to the application via Deferred Deep Links and configure event tracking and end-to-end attribution.
Optimize page load speed and basic SEO.
Test, operate, and maintain during the campaign deployment period.

2.3 Mass media planning & execution

Develop comprehensive media strategies and plans, communication messages, and optimal channels for the target audience, budget and KPIs.
Create media plans and execute multi-channel advertising (digital, social, PR, OOH, KOL/KOC, etc.).
Propose and quote, allocating budget according to transmission models (CPM, CPC, CPI, CPA).
Monitor, measure, analyze, and optimize campaign performance; prepare periodic and final reports.

2.4 Social media Marketing & channel management

Develop communication strategies and plans on Woori Bank Vietnam’s official SNS channels (Facebook, YouTube, TikTok, etc.) and affiliate channels.
Implement activities to increase engagement, grow followers, and elevate brand recognition.
Monitor channel performance, prepare periodic reports, and propose optimizations for content, posting times, and communication formats.

3. Required proposal components

The submitted proposal must comprehensively cover the following sections:
1. Professional qualifications & relevant experiences: Company introduction, agency profile, and relevant case studies (prior experiences in banking/fintech or mobile app launch campaigns are highly valued).
2. Campaign strategy & creative direction: Core marketing messages, creative concepts, visual tone & manner, and localization plan.
3. Media plan & execution schedule: Strategic rationales for media mix, channel budget allocation, estimated reach/impressions, frequency, and deployment plan.
4. List of deliverables: Detailed list of creative assets by format, quantity, and publishing frequency.
5. KPIs & performance measurement framework:
– Proposed KPIs: Target app installs/registrations, landing page traffic, conversion rate (CVR), cost per install (CPI), and cost per acquisition (CPA).
– Measurement tools (MMP/analytics), attribution setup, and reporting frequency (daily/weekly).
6. Roles & responsibilities (R&R Matrix): Clear boundary of operational roles between Agency, Woori Bank Vietnam, and Third-Party Vendors.
7. Project timeline & milestones: Timeline covering contract signing, setup, campaign launch, optimization phases, and final reporting.
8. Project team structure: Organizational chart identifying key personnel assigned to the project with their past relevant project experiences.
9. Commercial quotation: Detailed financial breakdown by category: Creative content creation & production, Media expenses, and Agency management fees (exclusive of VAT).

4. Submission guidelines & administrative procedures

Item	Details
Submission Deadline	Friday, August 14, 2026 (23:59 ICT)
Submission Method	Email submission to: mjkim@woori.com.vn
Required Deliverables	1. Proposal format: PDF 2. Commercial Proposal / Financial Breakdown (Excel/PDF) 3. Portfolio of relevant case studies
Evaluation Process	Document screening followed by vendor presentation/PT (if necessary).
Contact Information	Minjeong Kim (Assistant Manager) WON financial Platform Division, Woori Bank Vietnam Email: mjkim@woori.com.vn