Background :
In the dynamic landscape of entrepreneurship and SMEs, accessing suitable financial services that cater to their specific needs could be a challenge. Recognizing this, BTN introduced Tabungan Bisnis, a dedicated savings account tailored for Entrepreneurs and SME owners. However, despite its potential, many business owners remained unaware of its benefits or hesitate to embrace it due to limited awareness or apprehensions. Our marketing campaign aimed to address these concerns by providing comprehensive information, success stories, and testimonials that highlight the account's advantages. We aimed to position Tabungan Bisnis as a valuable tool for business growth and financial empowerment.
Approach :
BTN Tabungan Bisnis campaign employed an integrated omni-channel approach, combining ATL and BTL activities, to attract entrepreneurs and promote the utilization of Tabungan Bisnis accounts. ATL efforts involved leveraging TV, radio, and print media, as well as out-of-home advertising, to generate broad awareness.
BTL strategies included a comprehensive online media strategy across platforms like META, Instagram, YouTube, Twitter, and OTT streaming services. The campaign utilized personalized email and WhatsApp marketing to engage interested prospects. The endorsement of brand ambassadors Alam Budikusuma and Susi Susanti, successful sportswear entrepreneurs and former prominent badminton athletes, enhanced credibility and resonance with the target audience. Collaboration with relevant podcasters allowed for insightful discussions with guest stars who were well-known entrepreneurs or athletes, providing inspiration and showcasing success stories. This multi-faceted execution strategy aimed to effectively reach entrepreneurs and encourage them to open Tabungan Bisnis accounts.
Impact :
Through this all-encompassing marketing approach, BTN Tabungan Bisnis effectively generated enthusiasm, fostered active user participation, and extended its user community.. By leveraging those tactics, the result was quite impressive :