OCBC NISP - Innovation in Product Placement

Company: OCBC NISP, Jakarta Selatan, DKI Jakarta, Indonesia
Category: Award for Innovation in Product Placement

Nomination Title: Nyalakan Indonesia

Essay:

"OBJECTIVES & CHALLENGES

People saw OCBC NISP as old-fashioned, as most of the Bank’s customers are aging (40 and older). OCBC NISP was practically invisible to Millennials (20-39), the biggest and most potential target market. Indonesia’s younger generation lacked financial literacy, yet had no interest to learn about it. They also inherited a deeply-ingrained inferiority complex from 3.5 centuries of colonization; they felt they were incapable to reach global success. OCBC NISP wanted to inspire and empower them to reach their dreams.

In 2019, OCBC NISP launched a new digital bundling product called Nyala (spark/flame/light), a Digital Financial Solution for Indonesian Millennials. It combined different products based on customer’s needs, to improve their financial habits and grow their assets while still enjoying life.

STRATEGY

Aligning customer insights and Nyala product roles, we formulated #NyalakanIndonesia (Light Up Indonesia) campaign to inspire through living examples – brand ambassador & influential people who had elevated Indonesia’s reputation with international achievements. One of the biggest inspirations for Indonesian millennials was Rich Brian. A teenager who taught himself English by watching YouTube, now one of the most anticipated artists in hip hop who topped the Billboard charts and headlining tours in world’s biggest cities. We planned to extend the hype of Rich Brian music collaboration into a movement to trigger young Indonesians to dream big and strive to achieve it. They too could make Indonesia proud. The collaboration was a prelude to the next phases of the campaign, riding on Indonesia’s Independence Day moment.

EXECUTION

Experience 1: Music Collaboration

OCBC NISP collaborated with Rich Brian on new single “Kids”, released 17th July 2019. The song brought a message of youth empowerment while celebrating Rich Brian’s Indonesian heritage. The music video of Rich Brian’s hometown Jakarta, with vibrant visuals of the local culture and heritage, also presented branding of OCBC NISP, #TAYTB and #NyalakanIndonesia hashtags. The song and video became viral instantly.

Experience 2: Digital Movement & Social Experiment

We created “How Indonesian Are You?” social experiment video as a wakeup call to make Indonesians break free of inferiority complex. On the Independence Day anniversary, August 17, 2019 at 7 pm, we invited everyone to join #NyalakanIndonesia digital movement by snapping fingers as a personal commitment to free their mind from inferiority. Influencers and KOLs shared the movement in their social media as invitation to #NyalakanIndonesia event, an immersive experiential event which will be held the next day in Monas as the peak of the campaign.

Experience 3: Big Bang Activation

Monas (National Monument) was the most iconic landmark of Indonesia, located at the heart of Jakarta. It was built to commemorate our ancestor’s struggle for Indonesian independence. Every year, during the Independence Day, people come to gather and celebrate at this public landmark. This year, OCBC NISP wanted to bring something new by creating the first Indonesia’s Independence Day experiential celebration event, featuring 15 minutes of full-lighting ambience video mapping projected into the National Monument, with a captivating audiovisual depicting Indonesia’s fight for independence, and a tribute to 17 accomplished young Indonesians (athletes, artists, inventors, etc) who have made their mark in the global scale. The epic show was accompanied by press conference, talk show, and entertainment.

RESULTS

• Digital & Social Metrics: “Kids” song collaboration with Rich Brian created public conversation about #NyalakanIndonesia with 88% positive tone and organically reached national trending topic twice. Up to now, the music video has gained 9 million viewers.
• PR Values: Total of IDR15.9 billion (USD1.14 million) from 64 media coverages with 97% positive tone.
• Brand Awareness: OCBC NISP reached highest brand awareness in 6 years and achieved double digit (13%) at spontaneous awareness for first time.
• Business Result: 5x new customer growth since inception launch (April to December 2019)"

Links:

Rich Brian - Kids (Official Video): https://youtu.be/8L4PAeWXun8
#TAYTB - #NYALAkanIndonesia bersama Rich Brian: https://youtu.be/Zfg4LAAfjjE
#TAYTB - Rich Brian #NYALAkanIndonesia Chronicles: https://youtu.be/jyN2iICDx2A
#NYALAkanIndonesia - 3D Mapping Show di Monas, Inspirasi Indonesia Maju: https://youtu.be/Dfm5SGIAZ5U