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1. http://ruangpamerima.blogspot.com/2009/07/year-books-parade.html
Toward Cashless youth?:
Indonesian Youth Marketing Trends for Banks
Insights report by Youth Laboratory Indonesia
www.enterthelab.com

2. http://www.flickr.com/photos/tiganolapan/2533794401/sizes/l/in/photostream/
Bank sees youth as the new target of market
Giant banks; BCA, Mandiri, Permata, BNI and BRI
are competitively doing the marketing program;
from event sponsoring to customized card design
They called all those kind of strategies: the “youth” marketing
Page 1

3. How is it working to youth? What
youth really need? And did they
aware of all those strategies?
http://www.flickr.com/photos/tiganolapan/2534598760/

4. BCA & “Tahapan Xpresi”
BCA launches the “Tahapan Xpresi” program to attract youth
segment. Youth could use their own photo as their card
display. A “Jones Soda”ism marketing attempt to trigger
youth sense of ‘feeling important’ and ‘Exist’.
But then again, to be a ‘Media’ of expression
Brands need to be consistent to put their youth customer
upfront. In the end these cards are put in a wallet, while
Jones Soda bottle are displayed in a glass fridge to be seen
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5. http://snowboardr.deviantart.com/art/Jones-Soda-Wallpaper-78268864
There’s a big difference between trying to be a “Youthful” media and
Being actually a Youth Media

6. Similar concept of trying to be youthful are also used by other Bank brands.
Page 3

7. Danamon & MU Card
Danamon had special edition of Manchester
United (MU) Card Design. They targeted the
loyal fans of MU which is huge in Indonesia.
The brand try to stimulate youth passion to
community and identity as football fans.
Do the young people get the message?
Does card picture really matters, or
Is it a problem of mindset in a cash
oriented society?
Page 4

8. http://fauzianurawaliah.blogspot.com/2012/04/jersey.html
This the fact: True Fans will only be
Friends with other true Fans

9. BNI & Java Jazz
BNI is one of the main sponsor in Java Jazz, the
biggest music event in Jakarta.They offer the
“Buy 1 get 2” Java Jazz ticket using the BNI
Credit Card. But have brands ever question
why youth came to an event, came home and
doesn’t even remember what the big banner
said during the event
Page 5

10. Photo of #kekeun event in Bandung
It is the intimate interaction that are stored
In youths mind, not the cold and rigid symbol of Brands
http://www.keukenbdg.com/blog/

11. “Bank is colder than our Math Teacher”
http://www.flickr.com/photos/68062868@N02/6351996298/sizes/l/in/photostream/

12. Bank & [Youth]
Event
Marketing Strategy Sponsorship
When it comes to youth marketing,
Indonesian Banks mostly use
these 4 elements marketing
strategy:
Facility & Bank & Customized
Access Card Design
Youth
Promo &
Discount
Page 6

13. Most Youth, SES: AB, do the bank
saving. Some of them are aware that Youth on Bank
they should save for their future, but
mostly youth save only to short term
consideration such as for daily expenses
Saving
(hangout, buy prepaid voucher, etc)
Simplicity
Daily
(not too
Expenses
much cash)
Future Security
Consideration Consideration
Bank
Saving
Page 9

14. How Is The Interaction Between Bank & Youth?

15. • In her teenage year, she already has a bank account.
Her reason to do saving is that she can use it for
Ruth, 17 F
emergency needed. It’s like an anticipation act for
something that might be happened in her future.
• She decided to made an account in BRI (Bank Rakyat
Indonesia) because there’s a BRI’s ATM near her
house.
• Surprisingly, another reason was because the bank
offered a superman edition card. She was also
happy that she got a superman notes as a bonus
when opening the account.
•
Youth on Bank Preferences
From her routine saving (200K-300K IDR each
month), she usually use it to buy a trendy new
clothes.
• She haven’t had a credit card yet and not interested
to have one recently.
• Java jazz is one of the event that she knows which is
sponsored by a bank company. And based on her
observation, Mandiri and BCA is the most often
bank company in sponsoring events.
Insight Report
YouthLab Indonesia Page 12

16. Lunardi, 21 M
• He has 2 accounts in one bank, one of it was a
committee’s account where he was the
president of the committee. He haven’t decided
to close the account yet.
• Actually he’s not really concern in savings,
during his college life, he got his monthly pocket
money from his parents which he used it for his
daily needs. So his savings come from the
residue of his pocket money.
•
Youth on Bank Preferences
He has a side card credit card. He use the
promotions which the credit card offers,
especially the culinary offerings.
• He never recommend the credit card that he
use to his friends, even his friends didn’t know
that he got one, because he rarely use it.
• The sponsors of an event is not a consideration
for him in deciding to come or not to the event,
but somehow he sees that BRI often endorse an
event in Jakarta.
Insight Report
YouthLab Indonesia Page 14

17. • She has 3 bank accounts in 2 different bank.
One of it is used for her college
Astri, 22 F
payment(some institution doing partnership
with some banks). She’s planning to close the
non-active accounts soon.
• In her opinion, saving money in banks is for
her safety. She don’t need to bring lots of
cash everywhere because when the money is
needed, she can simply raise the nearest ATM
to get the cash.
• Recently, she is working on her thesis while
Youth on Bank Preferences
doing freelance jobs sometimes. Besides from
her own earnings, her saving comes from her
dad and brother.
• She don’t have any credit card yet, but she
believed by using cc she will learn to control
her expenses in life. So as soon as she have a
steady revenue from her salary, she will apply
for a credit card.
• She found that credit cards also helps the
owner in purchasing things abroad because
Insight Report
of the visa, etc.
YouthLab Indonesia Page 13

18. Riyani, 26 F
• Riyani works in a tax consultant office
• She has 12 credit cards in her wallet
from various bank
• She use each credit card wisely, use it
for each card’s discount / promo. Ex:
she uses BCA credit card to “buy 1 get
Youth on Bank Preferences
1” promo on 21 Cineplex.
• Things she purchase with credit card:
online hotel reservation, and air-ticket
booking, due to her hobby as a traveler.
Insight Report
YouthLab Indonesia Page 15

19. The Insights
General Insight – Younger Youth Below Above
Some of first-
• Younger youth concern about the card design. Some of 20’s Haven’t considered 20’s jobber are having 1
characters that been suggested are elmo, cookie monster about having credit or 2 credit cards.
(sesame street), and the simpsons. BNI also gave a nice card Usage: online
interesting strategy by using singers photographs in their purchase, discount
prepaid cards (Java Jazz edition).
• College year students are more concern in the use of the
savings/credit cards itself. They consider about the access Source of income: Source of income:
of the ATM, the promotions that they offers, etc. parents job salary, side job
• Those who don’t have salary yet rarely have a credit card
because. Some of them have a side card from their
parent’s credit card, it means their parents are those who
are taking charge of their side cards. Starting to consider
Short-term purpose
about long-term
of saving
purpose of saving
General Insight – Adult Youth
• As for the adult youth, above 20’s, they preference on
bank mostly are BCA, Mandiri and BNI. Card
Adoption
• Some of them, having an extra account for their job’s
salary transferred by their offices. Parents School
• they don’t take door prize or promos seriously, only
for granted. Basic pull factor is the bank credibility
• Some of them aware on the events sponsored by Bank,
but the impact is not significantly big to them.
YouthLab Indonesia Page 20

20. Research Report By Youth Laboratory Indonesia
Youthlab is the first factory and repository of
Indonesian youth insight, compromised of
multi-talented youths of various background,
the research and consulting company helps
corporations and organizations create precious
connection with the fickle yet precious market
segment.
Through etnographic research, online tracking,
creative focus group discussion, and other
means, we help you create a dialogue with the
youths of Indonesia in the most efficient
manner.
We Here to Make that happen to you
Find more about Indonesian
Youth trends, data, & insights:
www.enterthelab.com
Contact us
Tara.talita@gmail.com
faisal_sii@yahoo.com