We prepared an integrated campaign that rode on Batik’s momentum at that time. The campaign included social media activities, newspaper advertisement, PR and Launch Event.

One month before launch, we gathered Batik enthusiasts throughout the nation via an unbranded Facebook page to celebrate and discuss Batik as a symbol of national pride.

During the launch, we also placed advertisements on Kompas, the No.1 newspaper in Indonesia, as this was a new banking product launch. The product launch was held at a prominent mall in Jakarta, where the biggest batch of card applicants was expected.

The unbranded Batik fan page that was created 1 month prior to launch gained 31,000+ members organically within only 6 weeks.

Within the 3-day launching event, there were 3,000+ visitors, and 1,100 credit card applications, exceeding the goal of 900. 99 media titles published the news of BCA Batik Card, yielding a total commercial value of US$ 422,000 (or 6x the event investment).

Tweets about the event generated over 360,000 impressions every day during the event, yielding over 1.1m impressions in total.

There were 40,000+ new applications for BCA Batik Card within 2 months after the launch.