This banking proposal positions CAKE Savings around Gen Z adoption barriers and AI-assisted saving behavior, showing strength in funnel diagnosis, product idea development, and integrated campaign planning.
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Competition proposal
Top 30 Bản Lĩnh Marketer 2026
Banking marketing proposal
A marketing proposal for CAKE by VPBank in Ban Linh Marketer 2026.
Early Future Builders know saving matters, but limited leftover money makes every deposit feel like a trade-off against self-growth. AI can make small saving decisions feel flexible, meaningful, and safe.
- Global AI-driven fintech market is positioned at 22.6% CAGR from 2025 to 2030 in the deck.
- CAKE faces two funnel bottlenecks: 79% drop-off before entering the Savings funnel and 83% drop-off in the process.
- 45.8% of Gen Z do not have demand for a savings account; 76% cannot answer 4 out of 5 basic finance quizzes.
- Product innovation proposes CAKE Future Bloom, CAKE Grow Streak, and CAKE Smart Balance.
- Business objectives include +80,000 incremental CAKE Savings activations and +40% second-deposit rate within 60 days.
- Campaign budget totals 8B VND across Awareness, Activate, and Grow phases.
Increase CAKE Savings adoption among Gen Z users by solving both the relevance gap before the funnel and the decision-risk gap during registration.
- Benchmarked AI-led fintech patterns from Monzo, Revolut, and Nubank before identifying CAKE’s room to win.
- Segmented Gen Z savers into Future Builders and separated early-career users from growing professionals.
- Designed an AI companion journey that diagnoses cash flow, recommends safe-to-save amounts, and builds repeat saving habits.
- Banking marketing proposal
- Market and funnel diagnosis
- AI product feature concepts
- Three-phase IMC roadmap with budget, KPI, and channel roles
- Reached Top 30 among 3,000+ participants.
- Shows ability to work with service, fintech, and customer-acquisition contexts.
Evidence & Files
Images, file names, and Drive links for deeper review.
Proposal PDF
Top 30 Bản Lĩnh Marketer 2026
Main CAKE by VPBank proposal deck, including market context, funnel problem, AI saving concepts, campaign roadmap, and budget plan.
Open Drive fileProposal PDF
Round 2 Bản Lĩnh Marketer 2026
Round 2 proposal evidence showing continued development of strategy, creative direction, and execution logic for the same competition track.
Open Drive fileProposal image
[M112] [Tran Hung]
Supporting proposal image used as visual evidence for competition work and campaign presentation output.
Open Drive fileMore Work
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