BCA confronts exclusivity in loyalty rewards with retired sports icons

The sight of a former Olympic champion using her racket to retrieve keys from under the bed might seem a bit silly—but for viewers of Bank Central Asia's (BCA) latest Gebyar Hadiah BCA campaign, that's exactly the point.

Long-running loyalty programmes often struggle with one thing: perception. For BCA, that meant battling the lingering notion that its reward schemes were out of reach for the average Indonesian. To dismantle that barrier, BCA, in collaboration with Flock - Future Creative Network, turned to three retired national sports legends: Bambang Pamungkas, Liliyana Natsir, and Chris John.

These are not abstract symbols of success—they are familiar faces who once defined national pride. Now, they've become the voice of a campaign designed to prove that "winning" isn't reserved for the wealthy or well-connected.

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"Through this campaign, BCA reminds Indonesians that the champions they used to idolise are now living their daily lives just like the rest of us," said Leonard Wiguna, chief creative officer at Future Creative Network, in a statement to MARKETING-INTERACTIVE. "Yet, being ordinary doesn't mean they have stopped winning. With Gebyar Hadiah BCA, you don't have to be someone special to keep winning."

Directed by Ica Lawendatu of Buat Apa Mudah Films, the campaign leans into humour and nostalgia, blending deadpan delivery with knowing "dad jokes". It's a format that works—disarming the audience with laughs while seamlessly walking them through the mechanics of the programme: from collecting points to spinning a digital Gacha wheel for daily instant prizes.

While marketing that leans on celebrity endorsements is nothing new, BCA's approach feels distinct. Instead of showing icons in aspirational scenarios, the campaign places them in mundane, even comedic, everyday situations. The takeaway? These figures are no longer on a pedestal—they're part of the same system of small, shared joys.

The film, titled Terus Menang, launched on 15 April across YouTube, Instagram, TikTok, X, and television. It has already reached nearly 12 million views on YouTube alone, with hundreds of shares and comments on social media suggesting that the message is landing.

BCA's vice president of marketing communication, Adrian Hermansyah, explained the dual-reward structure of the new programme: "The New Gebyar Hadiah BCA programme is our way of expressing gratitude for our customers' loyalty. We introduced not just one, but two reward mechanisms: a grand prize draw at the end of the period and daily instant prizes via Gacha Berhadiah, accessible through myBCA and BCA mobile. This proves that the opportunity to win is truly open to everyone—not just those with the biggest account balance."

Previously, BCA and Flock – Future Creative Network partnered on the "Gigih Raih Kemenangan" campaign during Ramadan, reimagining victory not as a grand achievement but as everyday perseverance. Through the story of Juang, an ordinary man facing quiet struggles within his family, the campaign highlighted resilience and support as the true markers of success.

myBCA, the bank's digital platform, was positioned as a practical companion—integrated naturally into Juang's journey with features such as QRIS, paylater, and zakat payments—blending financial tools into the rhythm of daily life during the holy month.

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