BCA Bank: HOW BCA WON THE HEARTS OF INDONESIANS

Credits & Description:

Category: Financial Products & Servcies

Advertiser: BCA

Product/Service: CREDIT CARD

Agency: BBDO INDONESIA

General Manager: Daisy Setiawan (BBDO/Proximity Indonesia)

Executive Creative Director: Didit Indra (BBDO/Proximity Indonesia)

Creative Director: Puri Erlangga (BBDO/Proximity Indonesia)

Associate Creative Director: Awaluddin (BBDO/Proximity Indonesia)

Copywriter: Puti Adrian (BBDO/Proximity Indonesia)

Art Director: Rendy Imandita (BBDO/Proximity Indonesia)

Art Director: Axel Widjaja (BBDO/Proximity Indonesia)

Head Of Graphic Designer: Baskara Sadikin (BBDO/Proximity Indonesia)

Art Director: Suteddi Chen (BBDO/Proximity Indonesia)

Media placement: Newspaper - Kompas - 05 September 2011

Media placement: Newspaper - The Jakarta Post - 13 September 2011

Media placement: Newspaper - Investor Daily Indonesia - 14 September 2011

Media placement: Newspaper - Radar Bali - 15 September 2011

Media placement: Newspaper - Analisa - 20 September 2011

Media placement: Magazine - Harper's Bazaar Indonesia - 01 September 2011

Media placement: Magazine - Indonesia Tatler - 01 September 2011

Media placement: Magazine - Cosmopolitan - 01 September 2011

Media placement: Magazine - Esquire Indonesia - 01 September 2011

Media placement: Magazine - Clara - 01 September 2011



Describe the objective of the promotion.

BCA is one of the largest banks in Indonesia. However, due to its name, its previous group of owners, and the fact that most of its customers are of Chinese descent, it is still perceived by many as 'less Indonesian'.



BCA needed to strengthen its emotional bonding with its customers by showing its Indonesian roots. This was done through launching a credit card with a Batik design. The objectives of the promotion were to build an audience prior to launch, to ensure an impactful launch, and ultimately to help BCA win the hearts of Indonesians.



Describe how the promotion developed from concept to implementation.

We prepared an integrated campaign that rode on Batik’s momentum at that time. The campaign included social media activities, newspaper advertisement, PR and Launch Event.



One month before launch, we gathered Batik enthusiasts throughout the nation via an unbranded Facebook page to celebrate and discuss Batik as a symbol of national pride.



During the launch, we also placed advertisements on Kompas, the No.1 newspaper in Indonesia, as this was a new banking product launch.



The product launch was held at a prominent mall in Jakarta, where the biggest batch of card applicants was expected.



Explain why the method of promotion was most relevant to the product or service.

Batik was the talk of the nation. Indonesia’s pride in Batik was rising due to heritage claims from Malaysia, as well as due to the World Batik summit that was held in Indonesia. Wearing batik became a natural way to show one’s nationalism.



Aside from this, Indonesians are inherently social. Seeing how Indonesia was the second country with the largest number of Facebook users, and third for Twitter, we chose these as the main communication channels throughout the campaign, first to spread and explode the hype about nationalism and batik pride, and finally to explode the news of product launch.



Describe the success of the promotion with both client and consumer including some quantifiable results.

The unbranded Batik fan page that was created 1 month prior to launch gained 31,000+ members organically within only 6 weeks.



Within the 3-day launching event, there were 3,000+ visitors, and 1,100 credit card applications, exceeding the goal of 900.



99 media titles published the news of BCA Batik Card, yielding a total commercial value of US$ 422,000 (or 6x the event investment).



Tweets about the event generated over 360,000 impressions every day during the event, yielding over 1.1m impressions in total.



There were 40,000+ new applications for BCA Batik Card within 2 months after the launch.