PermataBank: Bicara Uang

PermataBank, the tenth biggest bank in Indonesia, increased awareness and web traffic in Indonesia by launching an online educational video series to promote financial literacy in the country.

Campaign details

Brand: PermataBankLead Agency: Narrada CommunicationsRegion: Indonesia

Strategy

Objective

With less than 30% of Indonesians having proper Financial Literacy, PermataBank aims to be the leading bank in Indonesia to contribute in increasing the number. The initiative also aims to be the umbrella initiative that hosts all of PermataBank's existing movements on all products.

Target Audience

Indonesians' Gen Z (aged 18-21), and Gen Y (aged 22-29). With ongoing educational activities, professional, and married life ahead (yet so little financial knowledge), target market is at risk of having financial problems in both current and future life....

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