Permata Bank: #SayangUangnya

PermataBank, an Indonesian bank, encouraged millennials to start saving by creating campaign that used celebrity influence and a microsite to show them how to calculate their spending.

Campaign details

Brand: Permata BankLead agency: Narrada CommunicationRegion: APAC

Objectives

PermataBank wants to increase the habit of saving money in the bank and therefore increase the number of PermataBank's customers.

Target audience

Indonesian urban millennials (born between 1980 - 2000), living a consumerist lifestyle.

Creative strategy

Most banks use consumerism to attract new customers, from fancy cars sweepstakes to prizes giveaways, PermataBank takes on a more fundamental approach. A change in habit.

We introduce a new lifestyle of "fabulously frugal" by using a catchy phrase of "Sayang Uangnya", which translates into two meanings: "to save...

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