Bank BTPN
From Success to Significnace
Overview
PT Bank Tabungan Pensiunan Nasional Tbk (BTPN) has successfully re-engineered itself from a small pension banking business into the best mass market bank in Indonesia serving micro-financing customers, pensioners, productive poor communities, as well as the affluent consumer market. When we started the brand programme, the disparate lines of business were becoming increasingly entrenched in their own segments; pulling further apart from each other and creating fragmentation of the corporate brand.
Challenge
BTPN continued to be perceived as a bank for aging pensioners, rather than a banking group that was actively empowering the mass market.
We sought to turn the ambitions and aspirations of the bank into an organising principle by integrating the enterprise, health and community programmes under a single unified platform brand. This would cut across all business lines and customer segments.
Solution
A group-wide enablement programme for all BTPN customers, stakeholders and staff was created. Its programmes range from training programmes giving small businesses the capacity to grow; as well as education programmes on health and wellness and clinical consultations for the mass market which do not have access to basic hygiene and healthcare.
The brand launch in July 2011 was widely covered in the media as well as heralded by business and community leaders as a shining example of how business can do well while doing good.
"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 NgPresident Director, Bank BTPN
