Campaign details
Brand: Bank MandiriAgency: ADA
Strategy
Objective
Indonesia is the fastest-growing country in the APAC region when it comes to the digitization of financial services, but its penetration remains the lowest at only 5%. One of the reasons for such low usage was because Indonesians still favoured services provided by conventional lenders over financial technology. Indonesia remains a cash-intensive country and is the fourth-largest unbanked population worldwide.*
When the COVID-19 pandemic hit Indonesia in March 2020, the government declared a large-scale social restriction regulation (PSBB) to prevent the spread of the virus. This movement restriction order...