BCA: Ramadan #TibaTibaTenang

BCA, the bank, captured the everyday experiences and emotions of Indonesians during Ramadan and presented them with an unexpected comical spin in its Tiba Tiba Tenang campaign.

Background and Context

Post-pandemic Ramadan presented a unique opportunity for BCA to solidify its leadership position and make a greater impact with a campaign that resonated with users' needs and concerns.

As the COVID-19 pandemic waned, Indonesia's economy stabilized and Indonesians regained their confidence to celebrate Ramadan festivities, including sharing the Ramadan bonus (THR), performing good deeds (Zakat), and participating in the homecoming tradition (mudik). People also returned to pre-pandemic habits of offline shopping and dining, while maintaining some online habits due to convenience (e.g., online Zakat donations, online electricity voucher payments).

To maintain BCA mobile's top-of-mind status as the...

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