Bank BCA is one of the largest banks in Indonesia. The first BCA Expoversary retail event was launched in 2017 to coincide with the bank’s anniversary every February. It has typically been a 3-day physical event held in the key cities of Jakarta, Surabaya and Makassar and attracting over 50,000 visitors each year, bringing great deals to the people, ranging from property, vehicles, to fashion and domestic travel.
However, in 2021, as the Covid-19 pandemic continued, the typically offline event had to be pivoted online, targeting new and second home hunters, and people who wanted to own or upgrade their vehicles. The challenge was to sustain buzz and excitement for the event to attract visitors and transaction volumes even while adapting to a new online strategy.
THE ADZYMIC SOLUTION
With the entire range of 120 property developers or vehicle brands represented on Expoversary website, there was a need for a systematic creative strategy. BCA chose the Adzymic CMP/DCO to simplify the creative management process of creating, serving, and optimising their display campaign. During the prospecting phase, Adzymic offered a variety of attractive and mobile-friendly ad formats to attract website visitors.
At the retargeting stage, Adzymic Dynamic Creative Optimization (DCO) provided a structured approach to drive conversions for all sellers, which were in turn tagged to BCA’s financing products, KPR, KSM and KKB. Its proprietary Smart Tag technology allowed automation of ads creation by directly extracting website content (i.e. product images and description) thereby eliminating the need for product feeds on spreadsheets.
Audience and contextual data triggers delivered precise, relevant ad messaging to consumers in real time. In total, 1,000+ unique creative variations were served to promote KPR, KSM and KKB.
The Adzymic algorithm selected the best performing image, copy and CTA combinations, thus performing real-time optimization of ad performance.
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