Campaign details
Brand: PermataMELead Agency: Narrada CommunicationsRegion: Indonesia
Strategy
Objective
PermataBank wants to tap into the millennial market, so they've launched a savings product targeted at Indonesian youngsters. A risky move, since almost half of today's youngsters aged 18-24 reportedly has no savings at all.
Target Audience
Indonesian young millennials, aged 18-24. The YOLO (You Only Live Once) and FOMO (Fear of Missing Out) generation. Having a vibrant and consumptive lifestyle, they like to hang out, do online shopping and very mobile.
Creative Strategy
We get these youngsters to believe that having PermataME as your...