blu by BCA Digital: Sepanjang Jalan Pegangan

Client

blu by BCA Digital

Service

Creative, Media

Industry

Bank, Financial Services, and Insurance

Turning Gen Z’s everyday soundtrack into a guide toward financial maturity

Agency

Scope of Work

  • Campaign Marketing
  • Campaign Strategy
A music-driven campaign powered by AI that turned a nostalgic song into an emotional connection to financial journeys with Gen Z.

Challenge

Gen Z faces everyday financial dilemmas without guidance that truly understands their journey toward financial maturity.

Adulting comes with endless financial challenges, and each Gen Z individual faces different dilemmas around wants, needs, and responsibilities. Without guidance that truly understands them, many feel lost on their journey toward financial maturity. Over time, this distance from relatable financial guidance led many Gen Z users to become less active in engaging with financial services. Seeing these gaps, blu aims to be a financial buddy Gen Z can rely on, while also reactivating dormant users within the same audience.

Together with Kunto Aji, we reimagined a nostalgic song into the Financial Maturity Pl(AI)list.

Rather than leaning on conventional financial talk, we used music as an emotional entry point for Gen Z. Built on the insight that people often turn to songs when navigating uncertainty, we launched Sepanjang Jalan Pegangan as the Financial Maturity Pl(AI)list. In collaboration with Kunto Aji, the campaign reimagined Sepanjang Jalan Kenangan into 30 AI-powered songs, each reflecting a different financial dilemma and introducing specific blu features in a way that feels personal and relatable.

We turned familiar street signs into relatable reminders, guiding people through everyday financial dilemmas.

We approached the marketing gimmick differently. Instead of placing grand billboards, we created street signs. These familiar cues, which people naturally look to for guidance, were reimagined to reflect relatable financial dilemmas.

The story unfolded across platforms, with each channel carrying the campaign in a way Gen Z naturally engages with.

To ensure seamless integration into Gen Z’s digital habits, we prioritized platforms where Gen Z and Millennials naturally engage. Instagram & TikTok served as the primary drivers of engagement through influencers and organic trends, X (Twitter) enabled real-time discussions and share AI-generated songs and reactions, while YouTube acted as the storytelling hub for campaign, behind-the-scenes content, and extended influencer collaborations.

Through context-specific ads, the message reached audiences at the right moments along their journey.

Context-specific ads ran across web and social platforms, tailored to each audience’s situation. Each ad leveraged hyper-targeting to address a specific dilemma and connect it to the most relevant blu features, allowing users to directly open the app and access the solutions.

The journey continued into the new year through personalized musical messages and financial resolutions

To help audiences start the year with clarity and motivation, we created a personalized New Year greetings website that delivered tailored musical messages alongside financial resolutions, positioning blu as a supportive financial companion at the start of the year.

Result

Through music, the campaign showed how empathy can turn AI into a more human way for brands to connect.

The result went beyond reach. It drove genuine emotional engagement, reactivated dormant users, and proved that AI, when powered by empathy, can elevate how brands connect with people. In the end, these songs became something Gen Z could hold on to through every stage of their financial journey.

Impacts

+90%

increase in card activations

+11%

growth in account openings

+5%

increase in average user balance