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This post is sponsored by ADA.
Bank Central Asia’s stellar performance in the marketing domain reached its pinnacle as it clinched the coveted Marketer of the Year 2023 title, securing an impressive 11 wins at Marketing Excellence Awards Indonesia 2023.
This achievement stands as a testament to the exceptional campaigns and strategies orchestrated by BCA, showcasing its unparalleled expertise. ADA played a pivotal role in this triumph, contributing to the prestigious title with a series of award-winning campaigns that brilliantly demonstrated the transformative power of data-driven marketing.
Data-driven strategies lead to prestigious Marketer of the Year
With data at the core of its campaigns, ADA worked together with BCA, one of the largest private banks in Indonesia on four separate campaigns, with the collaboration producing 11 remarkable trophies at Marketing Excellence Awards Indonesia 2023 – five golds for Brand Strategy, Communication & PR, Content Marketing, Anniversary Marketing and Advertising; two silvers for Anniversary Marketing and Performance Marketing; and four bronze for Brand Awareness, Event Marketing, Marketing to a Specific Audience, and Omni-channel.
Triumphs covered in gold: Combating online fraud and skyrocketing sales in a hybrid event
The #TolakDenganAnggun campaign emerged as a powerful force in the fight against financial fraud, weaving together the artistry of storytelling with the celestial influence of Anggun C. Sasmi. BCA, guided by ADA’s visionary strategy, birthed an unprecedented saga. This innovative fraud education programme became a shining example of excellence, and set industry norms.
ADA’s strategic wizardry elevated this campaign from the mundane to the extraordinary. It orchestrated a digital ballet, and employed a multi-platform strategy. From a full-funnel spectacle on YouTube to frequency control that enhanced the view through rates, each move was a brilliant manoeuvre.
This smart combination, coupled with efficient media placement and optimisation, propelled the campaign to positive business outcomes. BCA reached an astounding 500 million impressions. Ad recall uplift, a staggering four times higher than industry benchmarks, echoed the triumph of this digital odyssey.
Furthermore, ADA strategically combined targeting and cross-targeting in the Expoversary 2023 Hybrid campaign to reach potential borrowers effectively. This approach ensured that those most likely to benefit from BCA’s offers were reached within the set timelines. An inaugural Hybrid Expoversary was held, both offline and online, to build excitement, attract registrations, and encourage loan applications.
To make the media strategies successful, BCA needed creative ideas that could resonate with potential home, car, and bike loan applicants. In a landscape where most ideas had been explored, BCA turned to Suzan – a beloved childhood character in Indonesia known for her raunchy, but clever portrayal – to infuse a fresh and unique perspective. Many adults today have fond memories of Suzan from their childhood.
Despite the unconventional choice, it became famous and made BCA’s Expoversary 2023 the talk of the town. The campaign’s success, combining a childhood character with potential loan applicants, surprised even BCA itself.
With well-planned media tactics, it not only generated trillions in mortgage and vehicle financing applications, but it also sparked social conversations and ignited nostalgia on platforms such as Twitter.
“This achievement is the result of a fantastic collaboration between our team and ADA Asia. They provided data-driven strategies tailored to our target audience, which significantly boosted public engagement during the event. We are thrilled with the results we achieved together,” said Norisa Saifuddin, senior vice president of PT Bank Central Asia.

BCA crowned Marketer of the Year with 11 wins at Marketing Excellence Awards Indonesia.
The transformative journey between BCA and ADA as a growth partner
In the transformative journey from 2020 to 2023, the alliance between BCA and ADA has been nothing short of extraordinary. Commencing with the foundation of trust through onboarding and creative tests, the partnership has evolved dynamically. The subsequent years have witnessed a strategic amplification with a doubled budget for online media, coupled with nuanced audience segmentation.
However, it was 2023 that marked a pivotal chapter in this evolution, with the integration of cutting-edge MarTech, specifically data visualisation. This marked a profound shift where all service products seamlessly came together, weaving a comprehensive tapestry of marketing prowess.
The synergy of BCA and ADA, interlaced with technological innovation and strategic finesse, has not only yielded remarkable business results, but also stands as a testament to the power of a collaborative evolution in the ever-evolving landscape of marketing excellence.
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