Task: Convince the higher income emerging affluents that Digibank offers more than just basic banking services.

Audience: Concept testing with 3,075 Indonesians.

Intelligence: Based on qualitative consumers insights, two communication concepts were developed to position the bank as a brand that helps their audience to progress and level up with innovative and personalised financial solutions. A winning idea was identified using ADNA’s Dynamic Audience Platform.

Creative: The ‘Born Ready’ campaign showcased Digibank as a bank for a new generation of Indonesians, born ready to achieve, create, innovate and progress.