OCBC: Nyala "Daripada Nyalahin Mending Nyalain"

Indonesia bank OCBC NISP ran a campaign to boost downloads, sign ups and usage of its Nyala app.

Campaign details

Brand: Bank OCBC NISPAgency: Dentsu IndonesiaRegion: APAC

Strategy

Objective

The overarching objective of our campaign was two-fold. Firstly, we aimed to change the prevailing culture of blaming among Indonesians for their financial struggles, encouraging them instead to take proactive steps towards financial fitness. We wanted to spark a conversation and shift the narrative from scapegoating to seeking solutions, promoting a healthier approach to financial management.

Secondly, from a business perspective, we sought to position Nyala, OCBC NISP's digital platform, as a comprehensive tool for financial fitness. We aimed to raise awareness of Nyala's...

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