In the past, Bank Central Asia (BCA) had successfully driven footfalls to the previous Expoversary 2020, but they had never executed the event without its main selling point: the festival vibe. The event offered many entertainment elements akin to that of a festival, which gave expo-goers a lot of fun when they attended it.
In 2021, BCA wanted to continue the success of their Expoversary. However, COVID-19 had caused widely-imposed lockdowns and mobility restrictions across Indonesia. This presented them with a great challenge: they can no longer conduct their event at a physical venue and implement their main selling point.
Adapting to the situation, BCA decided to conduct BCA Expoversary 2021 virtually by developing a dedicated website — where people can find information and apply for loans in real-time.
A solid strategy is required to bring in traffic and overall registrations, while also aiming to increase the total number of loan applicants.
The event was set within a specific timeframe, which means only a very thin margin of error on targeting was allowed. Hence, we focused on two main target audience:
Considering the intense competition in the crowded digital space, we needed to devise a strategy to capture the attention of our target audience.
To achieve this, we strengthened our presence across diverse media channels (Facebook, Twitter, YouTube, GDN, SEM, Programmatic-Display, Audio, OTT Video, and Ad Network Premium Inventories).
The BCA Expoversary Online 2021 campaign was launched with several variations of creatives based on different intents promoted over social media and ad networks.
Weekly analysis and adjustments were conducted to take corrective actions instantly. For example, when data showed us that most visitors dropped their intention to apply for loans during the registration part, we push them to complete registration by creating a new look-a-like pop-up and retargeting the audience data set.
Adaptiveness was an essential part of the campaign. When the Indonesian government announced the removal of the luxury tax for vehicles due to the economic downturn during the pandemic, we swiftly targeted more people with strong interests and desires in this specific category. The need for buying cars or motorbikes was prevalent during the pandemic as taking public transport was considered risky.
On the other hand, creative use was also aligned with the nature of the platform (e.g. TikTok was covered by younger segments, displaying youthful creatives that contributed positively to the overall campaign performance).
The success of this campaign demonstrates the value of ADA’s data-first approach to deliver impactful business value for clients.