OCBC NISP - Innovation in Cross-Media Marketing
Company: OCBC NISP, Jakarta Selatan, DKI Jakarta, Indonesia
Category: Award for Innovation in Cross-Media Marketing
Nomination Title: TAYTB Fest
Essay:
CHALLENGE
Millennials (20-39) makes up the biggest share of Indonesia’s population. They were at their prime health and career. However, their financial situation was alarming. They didn’t save or invest, struggled with debts, and as a popular song said, they were basically Young, Dumb and Broke. Not only the financial literacy, Millennials also lacked the interest to learn it. Yes, they wanted a big house and to retire early, but they procrastinated to set up a plan. They were more interested in the glamorous lifestyle as seen in social media, which pressured them to spend excessively; the very reason why they needed better financial skills.
STRATEGY
OCBC NISP wished Millennials would build smarter financial habits, and we wanted to be their lifelong partner in achieving their goals. But first, they needed a drastic change of mindset.
TAYTB Fest: An Inspirational Playground for Financial Dummies & Business Outcasts
OCBC NISP created an ambitious project: a massive movement & experiential event to trigger Millennials to learn about financial in a fun, engaging way, in line with OCBC NISP brand spirit, #TAYTB: Tidak Ada Yang Tidak Bisa (No Such Thing As Can’t).
EXECUTION PHASE 1: INVITATION
We utilized various channels to build curiosity.
• Video - Satirical comedy piece, poking fun at Millennials’ spending habit - Rap video as invitation to TAYTB Fest
• ATL Media Placement Print, Digital & Social Media ads, Billboards, OOH, TVC, Radio, Airport
• Website All channels led to www.taytb.com/fest for information, and as main channel for ticket purchasing.
• Partnership with MRT Jakarta The newly-launched MRT which was instant favorite among Millennials
• Digital Media Portals Placements in biggest local portals with Millennial audience
• Influencer Gathering We utilized influencers from various interests (financial, beauty, food, traveling, etc) to gain massive awareness
• Media Gathering A fresh concept including talk show and exclusive tour
PHASE 2: EXPERIENCE
TAYTB Fest was the first all-in-one event combining financial education and multisensory experience (art installations, culinary, movie, music). A 5-day affair, we utilized every room in the venue from basement to rooftop to create an immersive experience.
• Art Installations 9 installations combining art, design, and technology in financial themes (investment, property loan, FX, credit card, m-banking, etc) for a subtle yet thought-provoking experience.
• Inspirational Classes 40 classes with 80 inspirational speakers (athletes, businessmen, public figures, etc). Topics varied from light-hearted talk show to investment workshops.
• Investment & Property Booths In-depth information in investment and property products from reputable partners.
• Lifestyle Bazaar A curated selection of fashion, beauty, technology, and other lifestyle brands.
• Food & Beverages Featuring specially crafted menu with financial-themed puns as F&B names.
• Rooftop Cinema Screening of popular movies in a casual outdoor ambience.
• Music Performances Featuring popular bands and entertainers.
• Audience Engagement Stamp-collecting challenge to get prizes.
RESULTS
1. Public Perception
- All attendees (existing customer and non-customer) agreed that TAYTB Fest was an educative and fun all-in-one event
- Total positive sentiment on social media *Based on internal post evaluation event survey
2. Digital & Social Metrics
- Total Impression: 144.860.179
- Estimated reach: 7.141.397
- More than 300 post from influencers
- More than 55,000 website page views during the campaign period
3. PR Value Up to IDR 8,1 Billion Rupiah (USD 578k) in PR Values from 81 Published Articles with total 61 media attendance
4. Brand awareness growth
- OCBC NISP reached highest brand awareness in 6 years
- Achieved double digit (13%) at spontaneous brand awareness for the first time
5. Business Result During event, we gained*:
- New products opened on the spot
- Potential leads converted to customers post-event
- Increased digital transactions *Available upon request, OCBC NISP decided not to disclose business result numbers in this submission
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