OCBC Anak Young Nyala

Client

OCBC Indonesia

Service

Creative, Media

Industry

Bank, Financial Services, and Insurance

Shaping cultural mindsets by helping parents see the importance of financial literacy from early childhood.

Agency

Scope of Work

  • Campaign Strategy
  • Influencer Marketing
  • Offline Activation
  • Video Production
We didn’t just launch a product. We shift a perspective and shape a financially smarter next generation.
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Challenge

Waking Indonesian parents up to a growing crisis where kids are being trained to overspend, not understand.

Most kid-focused products push spending without value, leaving children with poor money habits. With its long-standing commitment to financial literacy, OCBC set out to spark a nationwide shift in perspective from a young age, shaping Indonesia’s next financially responsible generation.

Approach

Young Nyala was launched to build smart money habits from an early age.

We introduced Young Nyala, a pioneering kid financial product that allows parents to open mobile banking accounts for their children from as early as 2 weeks old. Designed to make kids #FUNanciallyFit, it teaches the value behind every choice. Marking a major shift in OCBC’s strategy, the campaign brought financial literacy to children through product innovation, school outreach, and nationwide digital engagement. Young Nyala redefined what it means to support the next financially responsible generation from the very beginning.

We roast Bobby Saputra to highlight how flexing traps a generation in mindless spending.

To kick things off, we did the unthinkable by introducing Bobby Saputra, the worst KOL we could find. Not to celebrate, but to roast. Bobby became a satirical icon of bad financial parenting, clueless about literacy and always flexing. As a viral anti-hero, he showed what happens when kids grow up with cash but no guidance, sparking reflection on parenting and positioning financially smart kids as the new standard of success.

What started as a roast became a wake-up call for Indonesian parents

We started with an open letter urging parents to cancel him. Through the Cancel Bobby movement, we invited parents to guide their children to become #FUNanciallyFit, instead of becoming like Bobby Saputra. What began as satire quickly turned into a nationwide conversation. The Cancel Bobby message sparked organic reactions across TikTok, Instagram, and YouTube, turning Bobby into a viral meme and a symbol of what not to become.

Then, we rolled out a commercial where Bobby got schooled by the Young Nyala kids.

He represented those who flex without budgeting and overspend just to look cool. In contrast, the Young Nyala kids are financially savvy. They understand everyday transactions, manage their pocket money with confidence, and show strong financial literacy. This campaign proved what Bobby never could. Being #FUNanciallyFit means being smart, secure, and mindful of money.

Beyond social media, we brought the movement to life by reaching kids directly.

Once attention peaked, we shifted to education. Partnering with 45+ schools, we brought financial values directly into classrooms. KOLs and digital banners introduced Young Nyala as the solution, reinforcing the message across every relevant parenting touchpoint. Our media mix mirrored how modern parents engage and trust information: mobile-first, socially influenced, and community-driven.

Result

In the end, we didn’t just launch a product. We shift a perspective and shape a financially smarter next generation.

We proved the topic of money can be eye-opening, prompting parents to see that financial literacy must start early because kids will shape Indonesia’s economy. The campaign sparked a perspective shift, shaping a financially smarter generation.

Impacts

52%

Increase in Search Interest

29.3M

Video Views

49.2M

Impressions