Case Study

Shifting Users from Brick and Mortar to Digital Banking:
How ADA Achieved 50% Increase in Active Users for A Leading Indonesian Bank

The Scope

When the COVID-19 pandemic hit Indonesia in March 2020, the government declared a Large-Scale Social Restriction regulation (PSBB) to prevent the spread of the virus. This movement restriction order required its citizens to adjust to the new normal – stay indoors and carry out their usual activities from home, which spurred the adoption of digital services.

One of Indonesia’s largest financial institution, was on a mission to become the country’s leading digital retail bank. As a result, the bank developed an online service – a user-friendly internet and mobile banking platform that enables customers to conduct financial transactions anytime anywhere via their mobile devices.

However, only 21% of its current saving account holders are on their online banking platform. Moving the rest of their users online has been a challenge given that 57% of the bank’s saving account holders are above 35 years old and are hesitant to adopt new technology.

The pandemic created an opportunity for the bank to address this. They partnered with ADA with two key objectives in mind:

target

Convert existing conventional banking customers to the bank’s online service

target

Recruit new users to the online service

frisian-lightbulb

The Strategy

The bank had first launched its online service in March 2017. Previous promotional campaigns were executed as joint promotions with other big e-commerce brands and offering e-vouchers as incentives to encourage more registrations, installations and usage. The campaigns were executed on digital and social media platforms like Google, YouTube, Facebook and Twitter.

However, we found out that these incentive-based marketing techniques did not shift the longstanding customer preference for traditional brick and mortar banking to the bank’s digital banking platform.

Our data confirmed our intuition – most consumers in our target audience were desperately searching for news relating to the spread of COVID19, and preventive measures they could take to keep themselves and their families safe.

So, we built our creatives and our campaigns with that in mind. The call to action was to switch to safer banking methods with the bank, i.e. to opt for online banking as a safer alternative to traditional brick and mortar banking practices.

The Execution

The new campaign was a departure from the previous versions – we deprioritised incentives and focused on awareness and education in the context of the new normal, using different ad formats in high affinity digital platforms where the consumers were.

We were able to identify the digital spaces most frequently occupied by our target customers, and when they were most likely to convert. We also built personas around their media consumption behaviour and created awareness campaigns specifically centred around their media consumption habits.

The campaign was executed in two phases:

Phase 1 (March 2020): #dirumahaja which means “just stay at home” in Bahasa Indonesia

This was the start of the movement restriction order so the content encouraged people to stay home and assured them of the different ways they can still go about their financial transactions with the bank’s online services.

Phase 2 (April 2020): #antimatigaya which means “anti-boredom” in Bahasa Indonesian

This phase kicked off in mid-April when people were starting to feel bored (mati gaya) and unproductive from being locked up at home. Based on social listening and trends, the content tapped into this insight and featured what else they could do with the bank’s online services.

The Results

The bank’s digital campaigns were timely and relevant, and the results speak for themselves

Overall uplift in brand health scores

50%

increase

Users and Usage

50% increase in active users compared to the same period in 2019

11%

increase

Online Transactions

11% growth from 125 million transactions in Q1 2020 to 139 Million in Q2 2020

13%

increase

Fee-based income

13% growth from IDR 189 B in Q1 2020 to IDR 213 B in Q2 2020

15%

decrease

ATM usage

Decreased by 15% from 236 million transactions in Q1 2020 to 200 million in Q2 2020

125,000

new users

2K new accounts per day

New accounts (2K per day) opened from online on-boarding platform (scanning of QR code)
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