Bank OCBC NISP: Save 20 by nyala

Bank OCBC NISP, a financial services company, increased awareness among younger consumers in Indonesia by encouraging them to start saving regularly through social challenges and YouTube video ads.

Campaign details

Brand: Bank OCBC NISPContributing Agency: Dentsu Indonesia, Channel OEntry Title: Save 20 by NyalaWinning Category: The Unskippable; Best Media OrchestrationPrimary Objective: Awareness,ConsiderationFormat: YouTube Masthead,Director Mix,YouTube Channel

Background/Context/Business Objective

As the 4th oldest bank in Indonesia, OCBC NISP was perceived as an old fashioned bank. It was rightfully so, as more than half of the bank’s customers are aging (40 and older). Therefore, we needed to expand our customer base to the younger generations.

Millennials (23 – 39) are the highest-potential target market, as they are already at...

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