When the COVID-19 pandemic hit Indonesia in March 2020, the government declared a Large-Scale Social Restriction regulation (PSBB) to prevent the spread of the virus. This movement restriction order required its citizens to adjust to the new normal – stay indoors and carry out their usual activities from home, which spurred the adoption of digital services.
One of Indonesia’s largest financial institution, was on a mission to become the country’s leading digital retail bank. As a result, the bank developed an online service – a user-friendly internet and mobile banking platform that enables customers to conduct financial transactions anytime anywhere via their mobile devices.
However, only 21% of its current saving account holders are on their online banking platform. Moving the rest of their users online has been a challenge given that 57% of the bank’s saving account holders are above 35 years old and are hesitant to adopt new technology.
The pandemic created an opportunity for the bank to address this. They partnered with ADA with two key objectives in mind:
The bank had first launched its online service in March 2017. Previous promotional campaigns were executed as joint promotions with other big e-commerce brands and offering e-vouchers as incentives to encourage more registrations, installations and usage. The campaigns were executed on digital and social media platforms like Google, YouTube, Facebook and Twitter.
However, we found out that these incentive-based marketing techniques did not shift the longstanding customer preference for traditional brick and mortar banking to the bank’s digital banking platform.
Our data confirmed our intuition – most consumers in our target audience were desperately searching for news relating to the spread of COVID19, and preventive measures they could take to keep themselves and their families safe.
So, we built our creatives and our campaigns with that in mind. The call to action was to switch to safer banking methods with the bank, i.e. to opt for online banking as a safer alternative to traditional brick and mortar banking practices.
The new campaign was a departure from the previous versions – we deprioritised incentives and focused on awareness and education in the context of the new normal, using different ad formats in high affinity digital platforms where the consumers were.
We were able to identify the digital spaces most frequently occupied by our target customers, and when they were most likely to convert. We also built personas around their media consumption behaviour and created awareness campaigns specifically centred around their media consumption habits.
The campaign was executed in two phases:
This was the start of the movement restriction order so the content encouraged people to stay home and assured them of the different ways they can still go about their financial transactions with the bank’s online services.
This phase kicked off in mid-April when people were starting to feel bored (mati gaya) and unproductive from being locked up at home. Based on social listening and trends, the content tapped into this insight and featured what else they could do with the bank’s online services.
The bank’s digital campaigns were timely and relevant, and the results speak for themselves