PermataBank: Count ME In

Permata Bank, an Indonesian bank, encouraged millennials to create a savings account via a dance song promoted across popular channels.

Campaign details

Brand: PermataBankLead Agency: Narrada CommunicationsRegion: APAC

Strategy

Objective

PermataBank wants to tap into the millennial market, so they've launched a savings product targeted at Indonesian youngsters. A risky move, since almost half of today's youngsters aged 18-24 reportedly has no savings at all.

Target Audience

Indonesian young millennials, aged 18-24. The YOLO (You Only Live Once) and FOMO (Fear of Missing Out) generation. Having a vibrant and consumptive lifestyle, they like to hang out, do online shopping and very mobile.

Creative Strategy

We get these youngsters to believe that having PermataME as your...

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