Case studies - Getting the retail industry thinking

Bank BTPN
Relaunching the Retail Funding Business

Overview

Whilst most of BTPN customers are in the mass market, it also had a small but significant retail funding business for high net-worth and affluent consumers and large corporations.

BTPN Sinaya launched in Jakarta, July 2011

And this is cause to celebrate for staff and customer alike

We've taken the design work out of the studio

Reinforcing that this is a bank like no other

It took hard work and commitment from the team

But we pulled together to understand and internalise a brand that we are proud of!

Challenge

To create a sub-brand serving this select segment with the level of customer care and recognition they seek, whilst enabling them to contribute towards the bank’s larger goal of increasing the significance potential of every Indonesian, and enabling them to have more meaningful lives.

Solution

A new retail funding brand named BTPN Sinaya was created with a distinctive service protocol and unique value proposition.

“Sinaya” which is a coined name from the word “Sinar” which means “light” and Daya, aptly describes the retail funding arm’s intention to support the enablement of the mass market community through volunteer corporate social responsibility programmes for its affluent customers and staff.

BTPN Sinaya was jointly launched in July 2011 with the Daya enablement platform to its clients, as well as government officials, corporate partners, and of course, the mass market beneficiaries of its enablement programmes.

"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