This appointment came after a competitive pitch called in July, which involved several other local and multinational agencies. The agency is tasked to run above-the-line and below-the-line campaigns, as well as digital and public relations strategies, for a period of four months up to December.
Founded in 1895, BRI became one of the state-owned enterprises in 1992 and finally listed 30 per cent of its share in the Indonesia Stock Exchange (IDX) in 2003.
Firman Taufick, executive vice president of Marketing Communications at BRI, noted that Fortune Indonesia was chosen on its creative idea Terbelit Untung (entangled by luck).
“‘Entangled by luck’ is a programme that shows appreciation to BRI’s customers for their trust and loyalty of saving their money in BRI,” he added.
The programme offers customers the opportunity to win a variety of luxurious prizes.
Aulia Ikhsan, business unit director of Fortune Indonesia, said the biggest challenge from the brief is to recreate the history of successful campaigns of previous products and it should be done within two weeks.
“BRI pitch for UBB is one of the biggest pitches of the year for Fortune Indonesia, so the preparation should be done well,” he added. “The preparation is not easy, especially because we have to collaborate with many divisions, people and also deal with 14 days of overtime.”
The agency has previously worked for BRI for its mass banking products and e-banking products.