The Brief

Not only does Indonesia have the largest population in SEA, it has 121 different commercial banks across the country, where an individual belongs to 5-7 banks on average. In a society obsessed with 'banking' it is ironic that less than 5% of the population actively invests and don't know how to manage their money effectively. In fact, only 19% of Indonesians prefer to save and accrue interest in banks. Our objective was simply to gain awareness that would incite consideration and inquiries through increased website traffic (200 more visitors per day) and phone line (increase in 20% of phone calls).

Creative Execution

QM Financial needed to give consumers a wake-up call about the reality that lays ahead, specifically, the issues with inflation. Showing prices 5 years from now was short enough to give people a scare, but long enough where they feel they have time to do something about it IF they act now. This execution broke the clutter of financial messages in an interesting way that would resonate with consumers. By being built into their mundane, albeit central daily activities like grocery shopping, it was a sure way to get financially illiterate people realizing the importance and significance of investing.

Describe the creative solution to the brief/objective.

We provoked consumers to take action by confronting them with 'the cost of their future' in order to demonstrate that hiding money or saving-account interest rates cannot possibly match the growth of inflation rates. We teamed up with several large supermarket chains and launched FUTURE RECEIPT. When paying for groceries, shoppers received two receipts; their actual receipt with today's normal prices and one receipt showing inflated prices 5 years from now. At the bottom of the future receipt, we strategically placed QM Financial's logo, phone number and website address in order to drive people to initiate contact.

Results

After just one month, QM Financial had already exceeded its seemingly difficult objectives. They received 45% more calls from prospective clients compared to the previous month and traffic to QMfinancial.com saw an increase of more than 600 visitors per day . 400 more than was expected, proving consumers were finally taking action regarding their future finances.