Enhancing Awareness in Bank Indonesia’s Hackathon 2024 Ad Campaign with TMN Screens

Bank Indonesia, the central bank of the Republic of Indonesia, is a key player in the country’s economic landscape, responsible for formulating and implementing monetary policy, regulating the banking system, and maintaining financial stability. 

Bank Indonesia sought to increase awareness and participation in its Hackathon 2024 event, a competition designed to foster innovation in the financial technology sector. To achieve these objectives, BI leverages various communication channels, including indoor digital out-of-home advertising, to deliver high recall rates and effectively build awareness towards this event to its audience. The challenge was to reach a wide yet targeted audience across Indonesia’s urban centers, ensuring that the message resonated with both the general public and the influential city elite.

This case study evaluates the success of Bank Indonesia’s Hackathon 2024 advertisement campaign, which was displayed on Target Media Nusantara (TMN) indoor screens. The study is based on a sample from TMN’s audience, which includes an equal split of 50% female and 50% male respondents aged 18 to 50. While the target audience for Bank Indonesia spans from 20 to 50 years old. 

High Ad Recall

The findings reveal that the campaign achieved an impressive 94% ad recall among the target audience aged 20-50, with a particularly strong impact on the city elite, a demographic characterized by high social, economic, and influential status in major urban areas. This high recall rate indicates that TMN’s screens effectively captured the attention of a broad audience. 

Enhancing Awareness

The campaign also led to a 90% increase in interest in the Hackathon event following exposure to the advertisement, indicating that TMN’s media platform effectively sparked curiosity and encouraged individuals to seek more information about the competition. Moreover, 70% of the sample reported that they would share the information with friends or relatives, highlighting the powerful role of word-of-mouth marketing facilitated by TMN’s advertisement. Given these results, it can be concluded that the TMN media platform played a crucial role in enhancing awareness of Bank Indonesia’s Hackathon 2024.