The biggest show in the history of Indonesia Sharia banking

Choosing a bank tends to be for life. In Indonesia perception of sharia banking is considered less benefitable than conventional banking. A lot of reasons were listed as functional needs such as ATM and branch office availability, also transactional promotions and collaborations. In the other side, Indonesia with majority of Muslim population has the potential for sharia banking acquisitions. The interests and desire of the population to open a sharia bank account does exist and real, however the functional needs and the limited understanding about the sharia product barricaded the intention.

Targeting youth audience, financial product such as digital wallet has been becoming much more common item among them. Despite of the different usage, a bank needs to be able to win the target audience and success to bring differentiation in order to appeal uniquely where the audience could understand and realize the need to open a sharia bank account. BSI aims in building its reputation as a digital banking to grab the youth audience while positioning its mobile app as the hero of the BSI product.

Hudhud was tasked with creating digital asset improvement plan. The assets included Instagram and Facebook. Aiming to acquire the youth segment, the BSI social media asset is purposed to build audience perception about the sharia becoming the new hype by emphasizing “the goodness” as the DNA of sharia.

It was crafted into the main communication on BSI social media. Furthermore, to build stronger association towards the mobile app, the message was extended to each of BSI mobile features and hence audience could get the message that they could do good simply by tapping on BSI mobile on their palm. Financial, spiritual, and social are the three types of the goodness where the audience leverage through the BSI mobile.