SAVE 20
Background:
In 2019 we established our brand value and story. Now, it is time for us to move from inspiring brand to truly enable Indonesian to be financially healthy. Nyala and One Mobile will be the entry point for people to experience our brand and product value, thus more conversion is needed for their campaign. We still need to penetrate the younger segment to increase our brand image, get more financial activity, as well as nurturing our future customer.
Objective:
Delivering both OCBC brand value and at the same time convert young people to use Nyala & One
Mobile
Challenge:
Following the ongoing Covid 19 pandemic in Indonesia, how are we going to achieve the objectives through our upcoming campaign?
Planning & Execution
Insight:
The pandemic full of uncertainties have changed how the 20s use and see their money. It becomes a crossroad for them to choose, will Covid19 be the start of their journey to become young dumb and broke in the future, or their first step to be financially empowered? EVERY 20 MATTERS: The recent crisis can teach the 20s that their future is uncertain, but they have the power to save it. As the young generation, they can prepare themselves for anything that can happen in the future by saving at least IDR 20K everyday.
Big Idea:
#Save20 - A movement to enable the 20s in Indonesia to be financially healthier in the
future by saving IDR 20K everyday through OCBC NISP
Effectiveness / Results
By the end of 2020, the OCBC NISP brand managed to double awareness and grow the customer base fivefold for their flagship product, Nyala.