The Web Marketing Association is proud to present this 2018 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Bank Online Campaign
Bank Ganesha ("Ganesha") is a small private bank in Indonesia within BUKU2 (core capital IDR 1-5 trillion) category. Consequently, Ganesha offered only basic banking products to tiny customer base and lacked public awareness.
Progress happens when the new management, brought in mid-2015, started to bring drastic changes. Ganesha experienced rapid growth and delivered record financial performance by formulating new strategy and focusing its efforts on key areas with greatest impact and long-term value creation.
With small branch footprint, Ganesha faces challenges to reach its target market effectively and efficiently. Thus, Ganesha launched new ‘Ganesha MAPLUB’ savings product in 2017 in partnership with Mitra Adi Perkasa ("MAP"), biggest retailer in Indonesia (150 brands incl. Zara, Marks&Spencer, Sogo, Starbucks with 2,000 outlets), whereby Ganesha borne MAPClub Points as acquisition incentive and monthly interests to depositors.
First of its kind, the product drives low-cost funds and serves as entry point for cross selling. For MAP, this encourages Ganesha’s depositors to buy more MAP products and ultimately increases revenue.
The consequent “Save & Shop with Ganesha” online campaign focuses on four approaches: Engagement, Audience, Conversion and Acquisition.
Engagement
Ganesha creates a series of shopping and lifestyle themed contents on Facebook, Instagram and Youtube platforms.
Audience
The online campaign leverages advertising factors (location, age, shopping preferences, lifestyle) provided by Facebook, Instagram and Google for maximum efficiency.
Conversion
Campaign-specific landing webpages where potential customers can fill-in contact info for future sales close and follow-ups.
Acquisition
Online campaigns generate thousands of prospective leads where Ganesha's Relationship-Managers closed sales with 8% sales-conversion ratio.
Contributors:
| CEO: | Surjawaty Tatang |
| CEO Office Division Head: | Tan Leny Yonathan |
PT BANK GANESHA TBK.
Location: Indonesia