Danamon One, which combines savings, a credit card and a cash card, is being launched during the Muslim holy month of Ramadan, when employees traditionally receive their 13th month bonus. Accordingly, Leo Burnett Kreasindo is hoping its campaign will spur demand during Indonesia's peak shopping period. "To reach our target of middle- to high-income earners, we focused on creating a direct, concise message to reinforce Danamon's 3-in-1 core benefit -- a simplified administration process and lower costs in one account," said Kreasindo group brand director Sulochana Puri.
Running for three monhts, the campaign combines strategic media buys, including TV, newspaper, radio, POS materials, outdoor and PR. "We highlight how consumers' lives become complete without the additional hassle of managing three separate accounts with three different banks -- a norm among the target," added Puri. "The combined account allows time to be spent enjoying the important and valuable things in life -- this thought is reinforced by the campaign tagline: 'a complete offer for a complete life'."
In one of the three TV spots, a busy father tries to teach his baby the word 'daddy', while hurrying to reach the bank. His attempts prove futile until, ultimately, the baby says the word, after his father has left. sm