OCTO goes 'dompetless' and 'pocketless' in youth-focused campaign

CIMB Niaga’s digital banking platform OCTO is turning to fashion to connect with younger Indonesian consumers, with a campaign that positions digital banking as an effortless part of their everyday lives.

Titled "Go dompetless, wear pocketless", the campaign taps girl group MARBLES and targets Indonesians aged 17 to 27, particularly university students and first-jobbers. It aims to drive new account acquisitions and encourage greater use of OCTO for everyday financial needs, while positioning the platform as a digital banking partner that understands young consumers’ lifestyles, financial needs and aspirations.

Developed in collaboration with Tu7uH Creative Lab, the campaign uses fashion as its central communication medium, seeking to make the brand feel closer to youth culture and self-expression rather than conventional banking advertising.

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The campaign runs across TikTok, Instagram, X, YouTube and Facebook, alongside digital advertising, out-of-home placements and CIMB Niaga’s own branches.

"We believe that to win the hearts of younger generations, we must enter their world, understand their lifestyles and speak from their perspective, rather than from the bank’s perspective," a representative from CIMB Niaga said in statement.

"With this approach, we aim to build relevance and closer connections with younger generations, while making OCTO part of a lifestyle that is more practical, effortless and free to pursue their dreams."

The campaign was developed by CIMB Niaga’s marketing, brand and customer experience team, led by Amir Widjaya, head of marketing, brand and customer experience, alongside Eka Cipta Husin Yahya, emerging affluent and mass customers marketing head.

At Tu7uH Creative Lab, the team included Andreas, chief strategic and creative officer; Dion Albert H. Sitorus, chief operating officer; Felicia Hutabarat, creative director; Wilson Ariyaduta, associate creative director; Rathia Ashila Lazuardini, senior art director; and Melly Damayanti, producer.

Previously, CIMB Niaga launched CIMB Preferred BOSS (Business Owner Smart Solutions) through entertainment-led activations, including a business-owner roast in Jakarta, a symbolic wedding between business and personal life in Surabaya, and a three-part film series.

The campaign uses humour and familiar business-owner struggles to communicate Preferred BOSS’s integrated banking proposition, which combines business and personal financial services, dedicated relationship management and exclusive benefits.

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