Company: PT Bank Central Asia, Tbk, Jakarta
Company Description: Bank Central Asia (BCA) is is the largest private bank in Indonesia with the core business of transaction banking. As of December 2022, BCA has served more than 34 million customer accounts & processed around 66 million daily transactions through a network of 1,247 branches; 18,268 ATMs as well as the 24-hour internet & mobile banking systems; supported by 24/7 Halo BCA contact center
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Financial Products & Services
 Nomination Title: #SuddenlyPeaceful - BCA's Ramadan Campaign
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
- #TibaTibaTenang (#SuddenlyPeaceful) campaign was launched on 18 March 2023 with the main video “Realita Ramadan dari Mata Christine Hakim #TibaTibaTenang” (“Ramadan Reality from the eyes of Christine | #SuddenlyPeaceful”)
- The closing follow-up Lebaran video “Kisah BagiBagi THR Lebaran dengan Christine Hakim #TibaTibaTenang” (“The Story of Sharing Lebaran Money with Christine Hakim | #SuddenlyPeaceful”) was launched on 16 April 2023
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
Ramadan has become a big national momentum in the Muslim-majority Indonesia where search for daily needs like food, beverage and retail goods increased ≧19% during Ramadan month (Source: Google Ramadan Playbook for 2023). This pattern presented an opportunity for BCA, Indonesian largest private bank, to be present in this crucial moment for the customers. Through the company’s hero product, BCA mobile and its features such as QRIS (Quick Respond Code Indonesian Standard) for easier payment, Belanja Harian for daily groceries shopping, and Zakat for Zakat payment, BCA wanted to assist its customers through the Ramadan month.
However, since many other brands (especially retails) also launched big-bang Ramadan campaigns, there had been a dense traffic of marketing campaigns in both conventional and digital media during this period. Therefore, BCA initiated to develop a unique and show-stopping asset to get people watching BCA’s video campaign, understand the message behind it, and eventually maintain BCA as the top-of-mind mobile banking app to solve people’s transactional problems during Ramadan over other companies. In 2023, BCA highlighted robust storytelling elements in its latest Ramadan campaign to outperform other campaigns.
Additionally, based on creative approach, BCA’s 2023 Ramadan video tapped in and remade famous scenes from Christine’s previous movies (Indonesian actress/main character in BCA’s campaign) to attract the audience, leading to high engagement on social media. To increase the wittiness of the story, this video also inserted a humorous pronunciation joke of QRIS being pronounced ‘QRIS’ not ‘kyooris’ because the main talent was Christine not ‘Kyooristin’.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 235 words used.
The preparation of BCA’s #SuddenlyPeaceful campaign with Christine Hakim began at the end of 2022 while its production started in February 2023. There were two campaigns under the same storyline dedicated for Ramadan and Eid al-Fitr periods. The former one was launched on 18 March 2023, a few days before Ramadan started, whereas the latter one rolled out on 16 April 2023, a week before Eid.
During Ramadan period, particularly in the first week of the campaign’s launching, half of BCA’s budget allocation for #SuddenlyPeaceful campaign is spent on YouTube’s ads to spread the hype to as many audiences as possible. Then, the remaining cost was assigned to maintain the campaign’s presence in the weeks after the launch. It is noteworthy that the expense in other platforms (such as Meta, X, TikTok, and other Google Platforms) was spread through the consideration funnel, set to generate as much traffic as possible in BCA’s website to get customers to learn more about BCA mobile and try its features.
Then, after running for three weeks, the #SuddenlyPeaceful Ramadan video was followed up by its sequel, which is #SuddenlyPeaceful Eid campaign video. The same timing strategy was also applied by launching it a week before Eid with the objectives: 1) to spread as much awareness as possible; 2) maintain the presence of the campaign during the rest of the Eid holiday period; and 3) amplify visits in BCA’s website.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 248 words used.
The #SuddenlyPeaceful Ramadan campaign was launched with the title “Ramadan Reality from the eyes of Christine Hakim’s #SuddenlyPeaceful”. As mentioned previously, this video starred Christine Hakim—a legendary Indonesian actress who was, at that moment, gaining popularity for her role in HBO’s “The Last of Us”. The story was about Christine’s problem on Ramadan transactional difficulties but eventually found the solutions in BCA mobile’s features: QRIS, Lifestyle - Belanja Harian, and Lifestyle - Zakat.
After roughly a month, a follow-up Eid-themed #SuddenlyPeaceful video campaign which also starred Christine was rolled out in April. The story was about Christine who gave out Eid money to her relatives through BCA mobile’s BagiBagi (or money gifting) feature. In Indonesia, it is common to send a gift of money given during Eid holidays.
Both campaigns were amplified with digital ads, social media, out-of-home media, and KOLs. It gained further virality when an X user @pipis discussed the video, resulting in a spike for ‘Ramadan BCA-related’ keywords on YouTube search. The campaign yielded positive results, such as:
- >25.9 million YouTube’s views for the Ramadan video (108% more views and 217% more engagements than the previous year’s)
- >37 million YouTube’s views for the Eid video (90% more views and 323% more engagements than the previous year’s)
- >30 thousands of conversations on social media
- Usage of BCA mobile’s features compared to the previous year’s Ramadan & Eid periods:
- Belanja Harian: 901% growth
- QRIS: 244% growth
- Zakat: 610% increase
- Bagibagi: 118% increase
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 88 words used.
Besides generating much conversation in social media and achieving record-breaking Solusi BCA’s number of views on YouTube, this campaign also generated positive lift in “Ad Recall” and “Purchase Intent” on YouTube’s brand lift survey.
On top of that, our campaign also resulted in significant growth for the frequency usage of the BCA mobile’s features highlighted on the campaign videos. In particular, the Ramadan-related Zakat feature grew by 610% in usage compared to the previous Ramadan’s usage.
For a more comprehensive result, please refer to the campaign report attached.
| Attachments/Videos/Links: |
|---|
|
