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BRI Indonesia: Savings Campaign Reaches Underbanked in Regional Markets
Bank Rakyat Indonesia (BRI)
220K new savings accounts
4 cities, 68 screen locations
57% increase in BRI agent visits
The Challenge
BRI needed to promote their Tabungan Simpedes savings product during the Lebaran bonus season to underbanked agricultural workers and SME owners in Central Java and East Java, many of whom saw banks as inaccessible.
The Solution
Pasar (traditional market) entrance screens, minimarket digital boards, and warungs with DOOH panels in Solo, Malang, Kediri, and Blitar ran warm, relatable creative in Javanese dialect, normalising savings behaviour through trusted local visual contexts.
The Results
220K new savings accounts
4 cities, 68 screen locations
57% increase in BRI agent visits
"Reaching unbanked communities requires being where they are — in the markets and warungs of rural Java, not on Instagram. This OOH campaign built the grassroots trust that drives real financial inclusion."
Dian Purnomo, VP Retail Banking Marketing, BRI
Media Owners
Media Owner
SM Mall Network
Nationwide DOOH coverage across SM Malls — the Philippines' most visited shopping destinations with 300M+ annual visitors.
20 screens
View partner →
Media Owner
Pavilion Media Group
Premium mall DOOH inventory across Kuala Lumpur's Golden Triangle, including Pavilion KL and Suria KLCC.
18 screens
View partner →
Media Owner
Changi Airport Media
Exclusive digital OOH inside Changi Airport terminals — reaching millions of international and domestic travellers.
12 screens
View partner →Bundaran Hotel Indonesia Roundabout
Central Jakarta, Jakarta
From USD 1,200/week
2
screens