BCA taps no na for a year-long myBCA wishlist campaign
BCA pairs no na with a year-long myBCA campaign, connecting personal goals with its push for new users and app migration.
Pop ambition and personal ambition meet in BCA's partnership with no na: a group building an international music career becomes the face of a banking campaign about making plans happen.
For listeners who know the Indonesian act through its R&B-influenced pop, this moves familiar performers into an everyday setting. The campaign's official film, “Do It Better di myBCA Bareng no na,” gives the partnership a simple premise: connect the things people want with the way they manage money.
BCA is backing that idea with a year-long myBCA campaign, “Wish you all the better.” Its stated goals cover new users, migration from BCA mobile and greater use of app features. That makes the interesting question what happens after someone recognizes the group. Can recognition give them a reason to change a banking habit?
Table of contents
Jump to each section:
- Why no na fits a campaign about ambition
- A wishlist gives the banking app a human role
- What marketers can learn from BCA and no na
Why no na fits a campaign about ambition
no na's appeal has a specific cultural foundation. Christy, Baila, Esther and Shaz are Indonesian artists signed to 88rising, making pop that draws on R&B. In a Billboard interview, the members described wanting to represent Indonesia internationally. Their own career ambitions give a campaign about personal goals a relevant starting point.
That does not establish how fans will respond to a bank advertisement. It does explain the creative connection: the talent has a story that can sit alongside aspiration, rather than merely lending a recognizable face to an app.
The category change is revealing. Pantene's Island Girl pop-up work let visitors try no na-inspired hair transformations. There, a product demonstration could become part of a music and style experience. BCA faces a different task. A viewer can enjoy the performers without wanting to change how they bank.
For that reason, the partnership's relevance depends on the connection between the artist and the product's everyday purpose. Aspiration provides that connection in the creative idea. Whether the app fulfills it is a separate test.
A wishlist gives the banking app a human role
The media plan spans television, digital, cinema and outdoor advertising. Flock, part of Future Creative Network, developed the campaign; One Box handled production, with Dimas Djay directing.
Adrian Hermansyah, SVP, head of marketing communication at BCA, described its intent as helping younger generations to “‘do it better’ in managing their finances.”
A wishlist gives an abstract service a concrete place to start. People can picture a goal before they understand the menu of tools that might help them reach it. As a creative approach, that can make an app feel relevant before a feature explanation begins.
But the promise also sets a standard for the next interaction. Someone arriving from the film should be able to recognize the same purpose in the product experience. If the message is about making progress toward something personal, the app needs to make that progress understandable.
The migration goal adds another layer. Existing BCA mobile customers already have a banking routine, so name recognition alone may do little to change it. The campaign needs to make the reason for trying myBCA clear enough to compete with the convenience of continuing as before.
The available reporting establishes the plan and its objectives, not adoption results. There is no verified evidence here that the partnership has increased sign-ups, changed app usage or generated a particular fan response.
What marketers can learn from BCA and no na
The useful lesson is how a familiar cultural figure can introduce an unfamiliar behavior. The creative connection needs to survive the move from watching to using.
- Give the artist a meaningful role. no na's career story makes ambition a plausible theme. The connection is stronger when audiences can understand why this talent belongs in the idea.
- Separate attention from habit change. Enjoying a campaign film and switching banking apps are different decisions. Brand teams should assess each against its own objective.
- Make the product explain the promise. An aspiration-led advertisement creates an expectation. The next screen, message or demonstration should show what the product helps someone do.
- Match the partnership to the category. Beauty can offer an immediate transformation at a fan event. Banking needs a persuasive reason to enter someone's routine. The same artist does not remove those differences.
For marketers, this is a reminder that cultural familiarity is an opening. Its value depends on what the brand helps the audience understand next.
BCA's idea puts personal goals between the performer and the product. The eventual measure of that idea will be whether it makes myBCA useful in a way people recognize, then choose to act on.
