Case Study

The first fully-digital annual event for
Bank Central Asia (BCA) successfully rakes in 2X expo-goers compared to previous
years in Indonesia

While BCA had successfully driven footfalls to the previous Expoversary 2020, it had never executed the event without its main selling point: festival-vibe. The event offered many entertainment elements akin to that of a festival, which gave expo-goers a lot of fun when they attend 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 also aiming increase the total numbers of loan applicants.

Target Audience

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:

  • People who had attended BCA Expoversary 2020 who are already familiar with the event. This pool of audience will be targeted to register for the event and apply for loans, with minimal awareness efforts.
  • People with intent to buy cars, motorbikes, or houses. Purchasing intent based on their interests was highlighted in this selection of audience.

The Strategy

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).

  • Targeted the right audience by creating a specific set of rules for each audience segmentation we wanted to reach (e.g. for home loans/KPR, we target people that have previously shown interest in KPR and might be interested in the loan offerings)
  • Showed the relevant creatives by utilizing the DCO feature — displaying the right products to the right audience based on their specific needs. The BCA Expoversary Online 2021 programs involved hundreds of thousands of product listings. Thus, we must curate the products based on the audience’s specific interests to improve relevancy. This is possible with DCO. 

The Execution

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 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 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 interests & 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 is covered by the younger segment, displaying youthful creatives that contributed positively to the overall campaign performance).

The Results

The BCA Expoversary Online 2021 campaign generated:

357 millions

IMPRESSIONS

77 millionS

VIDEO VIEWS

19 millions

ENGAGeMENTS

3.4 millions

CLICKS

 The success of this campaign demonstrates the value of ADA’s data-first approach to deliver impactful business value for clients.