Before the campaign, KIS Securities Vietnam was losing relevance despite a decade-long presence, as its outdated trading app fell behind mobile-first competitors such as VPS, SSI, and TCBS.

User acquisition stagnated at 2,000–3,000 per month, re-engagement remained low, and KIS slipped out of the HOSE Top-10 brokerages, eroding trust in an increasingly competitive market dominated by zero-fee trading and personalized advice.

To reverse this, Cheil’s MarTech team mapped real Gen Z search intent into six content territories and trained Mr. K, an AI-powered conversational persona, to respond in a contextual, helpful, and Gen-Z–friendly way. By turning complex financial topics into natural conversations and offering app download incentives after each interaction, Mr. K handled over 58,000 chats making investing feel as easy as talking to a friend.

Built on generative AI and natural language processing, Mr. K became the campaign’s intelligence layer answering questions, guiding next steps, and capturing intent signals to move users seamlessly from ad exposure to app download and eKYC completion. Continuously updated with weekly trend and sentiment data, and connected to live dashboards, the system enabled real-time optimization making technology not an add-on, but the brain of the campaign.