MOBILE BANKING FOR THE UNBANKED

Bank BTPN

The lower mass market in Indonesia is a core segment for Bank BTPN. They wanted to be a pioneer in introducing branchless banking to people who do not have the means to open a bank account.

  • SCOPE
  • RESEARCH
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • CONSUMER
  • FINANCIAL SERVICES

CHALLENGE

How do you create a brand that straddles the “haves” and “have nots”? The people who do not have the collateral to open a bank account, with the middle class who employ maids, drivers, security guards? How do we make these polar opposite segments understand a radically new service which would give them the convenience and security of banking transactions?

SOLUTION

We crafted a strategy based on researched consumer insight to identify a brand opportunity for branchless banking, as part of the financial inclusion efforts aimed at improving financial access for all. We sought to create a brand which would “wow” users with its ease, security and transaction applications.

IMPACT

Kick-starting financial inclusion by abolishing the barriers for the community to access financial services through a brand that connects with diverse segments.

"Our work for Bank BTPN has been a beacon for us in what effective branding can achieve for companies with the vision and courage to stay the course and increase both shareholder value and social value, "

Kim Faulkner
CEO Activiste
Mobile Banking In Indonesia