CLIENT:
BANK CENTRAL ASEA
AGENCY:
MALEO - FLOCK COMPANY
ROLE:
ART DIRECTOR
A CHARACTER THAT RESONATES WITH THE COMMUNITY TO FOSTER TRUST IN BANKING
As a major player in Indonesia’s banking industry, BCA (Bank Central Asia) aims to expand its customer base by encouraging new account openings.
Customers who open a new account will receive free vouchers as a reward. To further amplify the promotion, BCA has partnered with popular brands such as Gojek and Grab to generate excitement and attract more customers. This collaboration allows BCA to leverage the existing customer base of these brands while appealing to new customers interested in the free voucher incentive.
Bu in Indonesia refers to "mam." So we created a character of a cool-looking madame for this specific campaign. The persona of Buningsih was specially designed to attract people to open bank accounts in exchange for vouchers. Buningsih is illustrated as a funky, popular middle-aged woman who resonates with how most Javanese women dress today, capturing the audience's attention.
BCA’S MOST SUCESSFUL CUSTOMER DRIVE
The BCA Buningsih Campaign aimed to attract more customers by leveraging a catchy and relatable theme inspired by Indonesia's "receh generation." The campaign's objective was to increase BCA's customer base by at least 50%. The creative process involved brainstorming, design, and execution through various media, including billboards and WhatsApp stickers. The campaign proved to be BCA's most successful customer acquisition effort.
