Background

As a newplayer in the digital banking space, TMRW sets itself apart from other banks with its youthful tone and sophisticated machine learning capabilities which allow users to enjoy personalized financial reports, insights, and recommendations based on their saving and spending habits. After it gained awareness among its target users–urban, affluent young Indonesians, TMRW aimed to increase its savings balance by capturing the payday window as it is the moment when young Indonesians possess most disposable income in hand. However, for young Indonesians, payday means splurging time. It's the time they empty out shopping carts and wishlists with their hard-earned money as they were bombarded by payday promotions on e-commerce platforms. Thus, despite being taught from a very young age to save, saving becomes a low priority that young people only do at the end of the month–if there’s any money left after the splurge and monthly needs.

Describe the creative idea

To win against shopping that offers the instant gratification that saving couldn’t offer, we look into another instantly rewarding activity loved by young Indonesians: gaming. Indonesia is a nation hooked on gaming, with 92% of the nation’s internet users play games. We then turned payday into playday and introduced the program as WIN (Waktu Indonesia Nabung/Time for Indonesians to Save), a twist to the massively advertised WIB (Waktu Indonesia Belanja/Time for Indonesians to Shop), a payday promotion by Indonesia’s biggest e-commerce.

Describe the strategy

We are targeting urban young Indonesians who are embracing digital technology that makes their lives easier. From e-commerce, fintechs to digital banks, these youths are finding joy in the expansion of access they have towards multiple services. We took cues and vocabularies from the mobile gaming world and developed the campaign as well as the saving program’s user journey as exciting as a regular mobile game. With limited media budget at hand, we optimized the brand’s existing KOLs, our owned social media, as well as our own in-app channels (push notifications, pop-up banners, and ultimately, user’s saving account interface itself)

Describe the execution

We developed an integrated communication to be deployed on days leading towards payday, with a hero video on YouTube and social media to explain the mechanism, countdowns on TMRW’s own social media, gaming KOLs, finance KOLs, and lifestyle KOLs live streamed “the cheat to win in the saving game” to educate about saving as well as to generate hype, and in-app communications all leading to TMRW app. On the app, the saving account’s interface is designed as a city building game. Each time users deposit money to their account, the city and their level will grow. As an incentive, we offer real-life prizes for users who first achieve certain levels every month. To maintain the hype, throughout the period we asked influencers to show off their level on social media, challenging their friends and followers to increase their saving, which in turn propelled users to also challenge one another.

List the results

Despite the small budget and the challenge of going against the massive promotions from e-commerce platforms, the campaign and program was positively received by Young Indonesians, with more than 120.000.000 impressions, more than 6.500.000 reach, a 165% increase in monthly average savings balance among TMRW users, and a whopping 375% increase in overall savings balance in less than 6 months since the campaign started.