Employment Test for DIBE Creative Brief Client: Islamic International Bank Project: Digital Activation for KPR

R + KPA IIB Background: Islamic International Bank is a multinational banking company that has just officially acquired a National Bank and established a new branch in Indonesia. Islamic International Bank is a Bank that uses a Sharia banking principle and headquartered in Abu Dhabi, United Arab Emirates. In Indonesia IIB has established several branches in 11 Provinces in Sumatera, Java, Kalimantan dan Sulawesi (Makassar). One of its products that will be launched by IIB in Indonesia is KPR Baiti Jannati (re: my house, my heaven), Sharia-based funds investment facility in the form of house and apartment ownership cooperation, with several unique advantages, and quite different over other banking KPR products. Including: 1. Compliance of Sharia aspects/halal and non-usury. 2. Customers initial portion is minimum 10% of the house price (it is a down payment, ini adalah uang muka, considered to be cheap compared to the competitors). 3. Maximum financing up to 15 years, depends on credit value and customers ability to repay. 4. Financing Ceiling up to Rp. 10 billion. 5. Flexible Installment. Target Market: The service is primarily intended to: SES: KPA: A B ; KPR: A C 20 35 y.o. Young couple that has just married or getting married Families that do not have permanent residence (still renting) Moslem families (as general target) Non Moslem families -> The advantages of the product is believed that Non Moslem society can be benefitted too. Please identify other potential target market and how to adress them in a campaign. Key Message: The easiness in houses and apartments installment with affordable down payment, as well as reassuring Islamic procedures (Sharia-

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Outputs: 1. The name of the promotion program for the product uses simple Bahasa Indonesia. Please avoid using the word KPRS, or other words that are already taken by the competitors such as the word "Griya" and "Wisma". 2. Digital Communication Strategy. Due to the target of young people who are aiming to success (not yet well-established), the client felt that it is necessary to develop its own digital channel in providing products knowledge. The consultant is expected to be able to recommend digital channels that need to be developed in order to achieve the target audience of the program. (in the form of Power Point) 3. Social Media Activation Program. Due to Indonesian people that mostly gather in social media, so IIB is interested in using these channels as one of its communication media. The consultant is expected to be able to recommend social media channels that need to be developed and the methods in order to achieve the target. Regular content also needs to be suggested as a support to the market education process that will be run in social media channels and the activation program that will attract visitors interest to join as a fan in the social media channels and furthermore will acquire them to be KPR/A customer. 4. The consultant should propose the KPI (Key Performance Indicator) to measure the success of the program. Due to the BOD of this company are entirely expatriates, so this proposal is expected to be made in the form of PPT (Powerpoint) or Keynote in English.