Case Background
PT Bank Tabungan Negara (BTN Bank), established in 1897, is one of the oldest banks in Indonesia. For a long time, BTN Bank’s image has been conservative and traditional. This time, the brand hopes to leverage the Tuke platform during Ramadan, using innovative forms of expression to reach young and broader audiences and acquire new users.
Solution
In-feed ads and influencer data show that during Ramadan, Tuke users display greater enthusiasm and willingness to spend on financial-related content: 43% of users are keen to learn about financial trends and obtain financial knowledge and advice on Tuke. To expand its user base and build a progressive brand image among the younger generation, BTN Bank chose to cooperate with Tuke for Business to launch the “Berkah Ramadan BETE End” (“BETE” is Indonesian slang meaning frustration) marketing campaign during Ramadan. Through humorous and highly entertaining short video content, the campaign expressed understanding of young people’s pressures and encouraged Tuke user interaction. So, what kind of creativity did BTN Bank use to impress its audience? The answer is a series of short video stories. They co-created with six popular influencers to depict the financial frustrations faced by today’s millennials: from saving money through merchant discounts, to buying a house, to starting a business. The brand showcased BTN Bank’s “no more frustration” financial solutions in deep resonance with the younger generation. To expand the reach, the brand also purchased Tuke R&F in-feed ads, further conveying the brand concept to Tuke users aged 18-44 and enhancing brand perception.
Marketing Results
+5 times online Tuke ad account opening applications +5% brand familiarity. With a deeply resonant theme and creative presentation, BTN Bank successfully leveraged Tuke’s trending moments to attract its target audience. Within one month, the brand’s official followers increased to 11,000 and continued to grow after the campaign. BTN Bank’s brand familiarity also increased by 5%. Thanks to the success of the campaign, the number of online form submissions after Ramadan increased fivefold, successfully achieving 90% of the brand’s annual KPI and smoothly penetrating Indonesia’s local young demographic.
*Case from Tuke For Business
