TRANSFORMING THE PENSION BANKING EXPERIENCE

Bank BTPN

Pension banking is a key business segment for Bank BTPN, and indeed an integral part of its heritage. But even good businesses could be better!

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

CHALLENGE

As part of an on-going brand revitalisation programme, BTPN looked at how this core business could be energised for rapid expansion.

Its pension banking image was somewhat outdated; and the bank needed to refresh the existing pension business, and align it with the group’s brand architecture strategy. The roll-out of this new identity and visual system across 3 types of branch formats across its 600 branches in Indonesia required a robust environmental design system and a disciplined approach.

SOLUTION

Activiste developed a positioning stance and separate descriptor for the pension business which recognised its pension banking customers, not as “has been’s” but as people who have contributed to the nation’s development. We did this through a new sub-brand name: Purna Bakti to recognise the contributions of retired civil servants.

To communicate and signify the change, as well as to reflect a personality and focus on pensioners, we developed a new identity for the pension business and brought it to life through a comprehensive visual system that included outreach collateral, branch environmental graphics and signage systems. 

IMPACT

BTPN Purna Bakti lends money to well over 800,000 pensioners; with typical loan amounts to 40 million rupiah (S$4,000). If the pensioners were recently retired, their loans would likely be to fund their child's advanced education, or to renovate parts of their houses to add pavilions or rooms for rent. Otherwise, through the Daya enablement platform, pension customers learn how to stay healthy and start new micro-enterprises.

At the beginning of every month when they come to collect their pensions, there is a party atmosphere in the branches, as senior citizens mingle and network, whilst waiting for a free medical consultation or sign up for a Daya programme.

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

Once again, Activiste has demonstrated its ability to quickly grasp the essence of our vision and through the combination of 'out of the box and pragmatic thinking‘; creatively crafting an extremely original brand which captures the soul of what BTPN stands for."

 Jerry Ng, President Director, Bank BTPN