TAYTB Women Warriors - OCBC NISP Indonesia - CurrenShe

An Augmented Reality that connects womenpreneurs to our financial services using bank notes.

Brief:

We were given a brief to create an innovative campaign connecting OCBC NISP with female entrepreneurs, offering tailored financial services and fostering growth, with the following objectives:

1. Raise awareness of OCBC NISP's financial services for female entrepreneurs.

2. Engage the target audience with an innovative brand experience.

3. Increase the number of women accessing financial support through OCBC NISP.

4. Contribute to the overall growth and financial independence of women-led businesses.

Strategy:

To reach our target audience we combined 2 essential tools in their daily lives, money & mobile phones, to create a powerful communication channel. Money, often overlooked as a medium, passes from hand to hand every day, making it an ideal vehicle to reach them. Leveraging the familiarity of money & mobile technology, we transformed everyday banknotes into an interactive financial empowerment portal using AR technology. This approach connects users with tailored financial services & educational resources. Our strategy focuses on providing seamless financial services & learning opportunities to build a stronger, independent womenpreneurs community. This approach ensures that we reach the previously unreachable, maximizing the impact of OCBC NISP's offerings & fostering lasting business growth.

Result:

OCBC NISP has invested USD 193 million in loans to support 1,248 womenpreneurs in Indonesia, with a 38.2% YoY increase. More than 5,000 women have received financial learning and training, promoting financial literacy and independence. The AR experience attracted over 10,000 users, with over 700,000 impressions on social media platforms and an attendance of over 150,000 at the AR art exhibition. This resulted in a significant increase in brand visibility and reach. CurrenShe has raised awareness of women's financial empowerment both in Indonesia and internationally. The campaign has led to more women realizing their entrepreneurial potential and seeking support to achieve financial independence.

Additional points:

To bring OCBC NISP's transformation to hard-to-reach womenpreneurs, we've transformed everyday banknotes into a financial empowerment portal. The six different denominations, previously dominated by male warriors, are now resurrected by six powerful women warriors. Through their battle stories, they pass on their warrior spirit, inspiring women to overcome obstacles and achieve their dreams. The AR filters stories, illustrations, dialects, and music were carefully crafted to ensure that they accurately portrayed the real history of the women warriors featured on the banknotes. At the end of the AR filter, women are led to a program hub connecting them to tailored financial services and products.