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CHALLENGE: Bank BCA Image perceived to be for established and matured entrepreneurs while the majority of the customers are established millennials.
SOLUTIONS:
The strategy was to remind that Bank BCA is the safeguard its promise " Always by Your Side" to the 3rd generation millennial customers who hold the financial powers with unsatisfied financial needs, social status and the way they perceive banks in general.
We expressed the new gradient BCA shield to lock its identity as the metaphors to describe their growth mindset of the future of banking and refreshed all 360˙marketing communications: 1000+ branch outlets, 100+ out-of-home media, 5000+ varied content marketing in digital, social, print, in-store, and retail outlets.
RESULTS: Following the launch, Bank BCA quickly attracted attention in the market thanks to its highly expressive and emotional image. In just 6 months its aided brand awareness has grown to 30% and becoming the No.1 retail banking in Southeast Asia, 60% increased positive customer responses on new image, conversion rates by 75% through digital, prints, out-of-home and activation marketing integration.
Scope: Client Relations, Brand Audit, Executive Interviews, Customer Experience Research, Brand Positioning, Brand Strategy, Customer Segmentation, Marketing Communication Strategy, Brand Story, Creative Direction, Logo Redesign, Brand Guideline, Advertising Guideline, Marketing Material Design, Collateral, Badge ID, Color Template, Typography, Digital Media Campaign, Social Media, Out-of-home Media, Print, Broadcast, Multimedia, Omni-channel marketing, Naming, Nomenclature, Campaign Strategy, Multi-channel, DOOH, Credit Card Design, Graphic Design, Retail Store, Marketing, Stationery, Merchant, In-store merchandising, creative asset , icon, ui/ux asset, brand management, training across divisions, supervision.
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