FROM SUCCESS TO SIGNIFICANCE

Bank BTPN

Bank btpn had successfully re-engineered itself from a small pension banking business into the best mass market bank in Indonesia serving micro-financing customers, pensioners, poor rural communities, as well as the affluent consumer market.

  • SCOPE
  • RESEARCH
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • CAUSE RELATED
  • FINANCIAL SERVICES

CHALLENGE

However success came at a price. The disparate lines of business were becoming increasingly entrenched in their own segments; pulling further apart from each other and creating fragmentation in the corporate brand.

SOLUTION

We sought to turn the ambitions and aspirations of the bank into an organising principle that would improve the significance of all Indonesians. Our research revealed, that whether they were rich or poor, Indonesians wanted a better future and to leave a legacy of a better nation for the next generation.

By integrating the diverse segment programmes under a single unified platform brand, we created an inspirational brand that to empower customers in terms of their health and economic well-being. Daya which means “source of energy” would cut across all business lines and customer segments.

IMPACT

Daya enabled Bank BTPN to forge partnerships with private and public enterprise groups to improve the welfare of ordinary Indonesians. The Daya program therefore is a social mission inextricably linked to BTPN business operations and exemplifies its “Do good, do well” mantra.

"When BTPN needed a Branding Consultant, Activiste was the ONLY choice in my mind given my past experience with Kim and her team."

Jerry Ng, President Director, Bank BTPN