#BERANIKOMIT

Title#BERANIKOMIT
BrandBCA (BANK CENTRAL ASIA)
Product / ServiceTAHAPAN BERJANGKA
CategoryE03. Innovative Use of Social or Community
EntrantSAC INDONESIA Jakarta, INDONESIA
Idea Creation SAC INDONESIA Jakarta, INDONESIA

Credits

Name Company Position
Wayrizal Rizal SAC Indonesia Creative Director
Dhamma Hadianto SAC Indonesia Creative Group Head
Gilang Ndaru SAC Indonesia Art Director
Iskandar Fahmi SAC Indonesia Copywriter
Gito Sabata SAC Indonesia Digital Creative Director
Yodsa Rienaldo SAC Indonesia Planner
Mariah Qibtiah SAC Indonesia Account Manager
Ardian Atmaka SAC Indonesia Planning Director
Evayanti Djunaedi SAC Indonesia Account Director
Satria Hargo SAC Indonesia Copywriter

Background

It is a common knowledge that saving is a way to prepare the budget for our future needs, a very common knowledge that even-kids-would know. And then, we got a challenge to promote Tahapan berjangka BCA, a planned saving product from bank BCA. The challenge was tricky, because the product want to be positioned as a saving solution for our future needs, life goals, and dreams. Of course It have a number features like auto debit and other things, but any similar product from other bank also have the features. The benefits not so different with competitors. In a nutshell, it will be so lame if we just go with message like “dreams” and another abstracts things in the future, and we couldn’t also strong selling a feature or benefit So, we choose to use the opposite of dream: reality.

Describe the creative idea

Society in Indonesia burdened with many standard, and it exist almost on every stage of life. For young adult, one of the most common standard is to held a fancy wedding. It not just a pride not for the couple, but also the parents. No wonder fancy wedding become one of young adult life goal, and also became a burden financially. But here’s the funny thing: Even though the answer is obvious (which is saving), many of young adult still in the dark and burdened with the big amount of wedding expense. The idea is quite simple: Using product simulation calculator, we breakdown the big amount into a saving plan and serve it into a bite-sized content. The approach is rational, but it will be failed if there is no commitment. So to make the idea hit the spot, we wrap it emotionally into a challenge: #BeraniKomit (dare to commit)

Describe the strategy

All we need to do is show the audience that the social standard burden is not so that heavy. We proof it by creating a relatable character named Doni. The character represented as a role model of product target audience, which is a productive person in multi stage of life. So Doni described in series of life stages: early adulthood stage, early to mid-adulthood stage, and mid adulthood stage (the biggest pie of target audience). In every stage, Doni facing a social standard burden with “scary question” from his spouse: • “When we married” question (early adulthood) • “When we move to our own house” question (early to mid-adulthood) • “How about our children education expense plan” question (mid adulthood) Despite being burdened or worse, still in the dark, Doni always convincingly answer the question with: Relax dear, I already prepared the expenses. Campaign mainly running on Facebook and Instagram.

Describe the execution

Remember, the idea is to bring the product information and simulation calculator (which can be accessed on website), do the calculation, and serve it on as a snackable content. So the last crucial thing to make audience believe that Doni formula is relevant and feasible. We go down into the detailed explanation of saving amount per month, time plan, and the amount that Doni will get at the end of his commitment. Here the example: For wedding expense, Doni already save IDR 2.000.000 per month for 3 year plan. And the end of his plan, he will get IDR 76.020.539. IDR 2.000.000 is a standard lifestyle expense for early adulthood urban people, and IDR 76.020.539 is a decent amount to make the wedding fancier. After the explanation, Doni get his fancy wedding. The campaign running on Brand owned digital asset (Facebook, Instagram, website) for 5 month period (July-Nov)

List the results

With this simple logic, the result just like magic. The number of reach get more than 800.000 viewers from 2 months, number of engagement get hundreds of comment, and the number of visit and preregister on website has increased substantially from previous year. Even though the number quite amazing, It’s not the one that makes this campaign fascinating, but from it quality. The comment flooded with audience who mentioned their partner and said: “this is what we looking for,” “we could use this,” or questioning their partner commitment: “so, are you commit with me or not?” And for business target, #BeraniKomit campaign successfully generate more than 19.000 leads during 5 months period.

Links

Website URL