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Transforming Customer Rewards into National Brand Engagement

Entrusted with managing the SIMPEDA Savings Campaign through the National SIMPEDA Savings Prize Draw Program, branded “Panen Rejeki Bank BPD,” from 2017 to 2023

CLIENT

SCOPE

PR STRATEGY
PR STRATEGY
PR STRATEGY

THE OUTCOME

THE PROJECT

The National Simpeda Savings Lottery, or “Panen Rejeki BPD,” is a nationwide customer appreciation and engagement program organized by ASBANDA, involving 27 Regional Development Banks across Indonesia. Held every six months, the program offers IDR 3 billion in prizes per period, or IDR 6 billion annually. Beyond the lottery itself, Panen Rejeki BPD has evolved into an integrated national communication platform, combining promotions, media relations, social media amplification, and live event experiences to strengthen customer engagement, brand awareness, and loyalty.

THE CHALLENGE

Managing a national program involving 27 Regional Development Banks (BPDs) across Indonesia required a strategic approach to communication, coordination, and audience engagement. One of the key challenges was building strong national awareness while ensuring that the program remained relevant to the unique characteristics, cultures, and customer profiles of each region.

At the same time, maintaining consistent messaging, visual identity, and program communication across the entire BPD network was essential to creating a unified national campaign. The lottery moment also needed to be transformed from a routine promotional activity into compelling and newsworthy stories that could generate strong visibility across both national and regional media.

Beyond media exposure, the program was designed to create excitement and meaningful engagement with customers, ensuring that the event was more than simply a ceremonial activity. This became particularly challenging as the program travelled to different locations every six months, requiring careful coordination of diverse audiences, stakeholders, media partners, production teams, and local event requirements while maintaining the same level of quality and impact nationwide.

OUR STRATEGIC APPROACH

To address the complexity of a nationwide program, Mistertipr/Idekami Communications developed an integrated communication approach that connected four key communication touchpoints into one cohesive ecosystem. The strategy began with promotions, using paid media, outdoor advertising, and promotional campaigns to build awareness and generate anticipation across target audiences.

This was strengthened through media relations, transforming the momentum surrounding each event into meaningful earned media exposure through strategic engagement with both national and regional media. At the same time, the official social media networks of participating BPDs were leveraged to amplify the campaign, extend its reach, and create continuous engagement with customers and communities.

At the center of the strategy was event management, positioning each event not only as the communication peak of the program, but also as a powerful customer and brand activation platform. By integrating these four touchpoints, Idekami created a seamless communication ecosystem that brought together Paid Media, Owned Media, Earned Media, and Live Experience—working together to maximize awareness, engagement, and overall campaign impact.

Our Idea Makers

The people behind the ideas, strategies, stories, and experiences that move people and move business.

Ricky H Sutjipto

Chief Strategist

Tarsih Ekaputra

PR Strategist

Pandit Sumawinata

Event Strategist

Faizal Tri Nugroho

Business Development Strategist

Indriana Octasaphira

Account & Communication Strategist