DBS digibank x Digital Sea #JalaniCerdikmu

Client

DBS digibank

Service

Creative, Data & AI, Experience & Tech

Industry

Bank, Financial Services, and Insurance

Repositioning DBS digibank as more than just a financial tool by blending AI with storytelling.

Agency

Olround

Scope of Work

Campaign Strategy
Hyper-contextual Ads

Standing in a crowded digital banking market with AI and meaningful human stories.

Challenge

When everyone offers the same digital banking tools, standing out means offering something more meaningful.

Indonesia’s digital banking sector is booming, but with fierce competition from new players, established financial services like DBS digibank face a critical challenge: staying relevant. To reclaim momentum, DBS digibank launched a bold campaign to re-engage customers and strengthen its value. As rivals multiply and consumer expectations evolve, the race isn’t just about staying ahead, it’s about redefining what digital banking means in Indonesia.

The #JalaniCerdikmu Campaign

The #JalaniCerdikmu campaign was rooted in a simple truth: life is shaped by the choices we make. Designed to resonate with Gen Z and millennials who prioritize values and impact, the campaign introduced the Jalan Cerdik as a framework for making smarter and more fulfilling decisions. To bring this to life, DBS digibank partnered with Chef Renatta Moeloek, an Indonesian celebrity chef and culinary expert. The campaign imagined alternate versions of her life in parallel careers. This fresh narrative offered more than promotion, it offered the possibility of living life on your own terms.

The Cerdik Journey: From Curiosity to Connection

Together with Digital Sea, we executed a four-phase campaign to build momentum and drive real connections. The journey began with a pre-launch phase and continued through to sustain. From teasing Chef Renatta’s alternate life paths to launching an impactful manifesto video and AI-powered content, each phase was carefully crafted to build awareness, deepen engagement, and demonstrate how DBS digibank empowers meaningful choices in everyday life.

Result

The #JalaniCerdikmu campaign outperformed expectations reclaiming DBS digibank’s relevance and market momentum through purposeful innovation.

Regaining market leadership required more than just attention. It called for innovation that truly resonated. By integrating AI with human insight, the campaign delivered both scale and depth. What began as a bold vision turned into measurable success, proving that meaningful storytelling backed by smart technology can drive real business impact.

Impacts

21.7%

Engagement Rate

5,2M

Total Reach

144

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