Campaign details

Brand: PermataBank Syariah
Lead Agency: Narrada Communication
Region: Indonesia

Strategy

Objective

PermataBank Syariah, a sharia-based banking product wants to engage more with the Indonesian Muslim community. One of the regions with the highest population of Muslims is West Java. So to connect with the huge chunk of the market, they've become the sponsor of PERSIB, West Java's official football team.

Target Audience

Young Indonesian Muslims, football enthusiasts.

Creative Strategy

In Indonesia, there are two things that people follow religiously: the daily call of prayer and football. In West Java, the football main attraction is PERSIB match. However, there's one major issue. Football matches are held in between praying hours, so the prayer break is very short. A trip to the nearest mosque is time-consuming and they may not make it in time for the kick-off.