VPIM 2023: Designing Emotional Brand Touchpoints

In highly competitive financial services markets, many brands invest heavily in broad advertising. Yet recall and emotional connection often remain limited, as banks are perceived as transactional rather than relatable.

The VPBank Hanoi International Marathon (VPIM) 2023 offers a research-backed case of how experience design can close that gap through intentional emotional brand touchpoints.

Key takeaways

• Purpose drives coherence. VPBank extended its 'prosperity' positioning beyond financial prosperity to physical, mental and community wellbeing, creating a consistent throughline across every touchpoint.
• End-to-end orchestration matters. From digital registration to race day atmosphere and finish-line moments, each interaction was designed as part of a unified brand experience.
• Real experiences anchor memory. Physical, shared moments can create stronger emotional recall than broadcast media alone, especially in categories where rational messaging dominates.

From messaging to experience

The research indicates VPIM 2023 translated brand promise into lived experience by designing a full journey of touchpoints. The approach focused on making the brand tangible through participation rather than exposure alone.

Key design elements included: seamless digital registration, a well-crafted race kit, a route that showcased Hanoi's landmarks at sunrise, enthusiastic volunteer support, and high-energy music at the finish line. Each element contributed to shaping perception at a specific moment of interaction.

Designing for emotional resonance

VPIM 2023 prioritized emotional touchpoints that participants could feel and share. The event created moments of effort, achievement, and collective energy — experiences that tend to form strong memory anchors. Social sharing extended these moments beyond attendees, amplifying organic visibility.

Community impact as a structural element

A defining characteristic noted in the research was the integration of social purpose. Participant effort was linked to contributions supporting heart surgeries for underprivileged children and school construction in remote areas. This purpose was embedded into the experience, reinforcing brand values without feeling detached from the core activity.

Strategic implications

The case illustrates three practical principles for brand touchpoint experience design: align every touchpoint to a single purpose, orchestrate the full journey rather than isolated moments, and ensure any cause-related element is integrated with the activity itself. When done consistently, experiential touchpoints can shift perception from transactional to meaningful.

Source & Author Citation

This article is cited and adapted from the original case study "Giải chạy VPIM 2023 & Điểm chạm cảm xúc của thương hiệu VPBank" by Nguyễn Hải Minh.
Original: thitruong.nld.com.vn/doanh-nghiep-doanh-nhan/giai-chay-vpim-2023-va-diem-cham-cam-xuc-cua-thuong-hieu-vpbank-20231016195618978.htm ↗

What it returns

• Stronger memory anchors. Direct participation creates experiences that participants recall and associate with the brand.
• Extended reach. Shared emotional moments generate organic visibility beyond the event itself.
• Durable affinity. Purpose-integrated touchpoints help build long-term brand affinity rather than short-term awareness alone.

The rule: design for meaning, not just exposure — every touchpoint should reinforce the same core purpose.