Award: CAMPAIGN CATEGORIES \ C07. Best Content Marketing

As the world continues to navigate the ongoing pandemic,
BCA is dedicated to connecting with customers and reigniting their spirit for the holy month.

To achieve this goal, our communication was tailored to the current situation, taking into account weariness, ever-changing regulations, and cultural expectations. We launched a main video featuring Indonesian legend, Iwan Fals, that cleverly tricked people into thinking it was a new Ramadan music video. This served as the perfect launchpad to amplify the message of BCA mobile’s features through cutdown ads that were blasted to various platforms, including Instagram, Twitter, and TikTok.

The campaign was a resounding success, garnering a total of 37M impressions and 238K engagements, and led to an increase in BCA mobile usage by 25% and in the usage of BagiBagi features by 17% compared to the previous year. Every Indonesian can now be #LahirBatinReady during the holy month, despite any interruptions.