Nyala: How OCBC NISP promoted financial responsibility through small changes with Nyala's #SAVE20 campaign on TikTok

Nyala, the banking app, wanted to get Indonesian youth to be more financially responsible in Indonesia.

Campaign details

Brand: Nyala by OCBC NISPLead Agency: TikTokRegion: APAC

Strategy

Objective

It's easier than ever to shop right from your phone, but for young people today, saving money is an afterthought. In response, OCBC NISP's banking app, Nyala, wanted to get Indonesian youth to be more financially responsible, starting with a change in their daily habits by saving some pocket change for a rainy day.

With Indonesia's financial literacy lacklustre at 38% according to OJK's 2019 study, OCBC NISP Bank made it a mission to reach a wide community of young Indonesians to teach...

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