A PSA About Phising That Worth Sharing
A Study Case of “Don’t Know, Kasih No!” campaign by Bank Central Asia
Cybersecurity: A Crucial Aspect That is Still Lacking in The Digital Era
In the past decades, the Internet has been beneficial in accelerating our daily lives. Sadly, this vast technology has its own dark side: digital scams and frauds; hence, cybersecurity is essential nowadays. However, many people still cannot identify which are text messages or e-mails from real people and which are fraud. Digital literacy is a global issue that still happens frequently — Indonesia is no exception.
Indonesia is one of the biggest scamming countries in the world. On the Southeast Asia scale, Indonesia recorded the highest number of financial phishing incidents in 2023. With this situation, it is important for Indonesians to be aware and careful when facing scams. However, in reality, most of them still got tricked. Based on Tempo, 4 of 5 Indonesians easily fall for online scams due to fear of missing out (FOMO) phenomenon.
If You Don’t Know the Sender, Say “No”!
As one of the biggest banks in Indonesia, Bank Central Asia (BCA) took action to educate their customers about online scams. They collaborated with a local creative agency, Flock (part of FCN Creative), to create a strategic move to combat banking fraud by creating a humorous yet serious campaign. They used various media in communicating the campaign, including Billboard (Out-of-Home) and YouTube (social media).
Indro Warkop, one of the three members of a legendary comedian group called “Warkop”, is the star of the campaign. We can also call him the “main actor” as the video ad looks like a short movie. The remaining Warkop members, Dono and Kasino, have passed away, leaving Indro as the only living legend.
The campaign is called “Don’t Know? Kasih No!” (read: /dōnt/ /nō/ /kəsi//nō/), the title of which incorporates both Bahasa Indonesia and English. The fact that it sounds like “Dono” and “Kasino,” who are the late members of Warkop, brings a nostalgic impression to the audience.
Launched in December 2023, this campaign has reached many audiences. On YouTube, they generated 44 million views. On Instagram, they got 10.7 million views and 67 thousand likes. While on TikTok, they reached 30.4 thousand likes and 1.8 thousand shares (as of February 4, 2024).
You can watch the video advertisement below. It’s in Bahasa, Indonesia, but don’t worry my international folks! I will explain the storyline in English in this blog.
In the beginning, Indro was dancing around to happy music, then the music stopped, and he said, “I don’t wanna be funny now; I wanna be serious.” Indro started to talk about phishing, one of the social engineering forms that commonly happens in Indonesia, which is a homophone derived from “fishing”. While “fishing” means an attempt to use a lure to catch unsuspected fish, “phishing” is an attempt to lure unsuspecting consumers into revealing their sensitive data the scammer can use. The advertisement also showed the scamming process and the harmful impact following it.
In the middle, Indro said that phishing can be avoided with “Don’t Know, Kasih No!” — a pun with the meaning of “If you don’t know about the sender, give a “no” (just ignore it).” The message is for the customer to ignore unknown senders, or senders who act knowing them, who send scams in different formats: links, documents, notification banners, etc. Indro explained it by showing several examples of situations when scammers do their actions, particularly in vulnerable conditions, such as rushing at work, watching movies or TV series on pirated sites, or playing online games. He also urged the audience to think again before clicking those scammed messages, especially if someone claimed to be a BCA representative asking for personal information.
In the end, Indro got a scammed wedding invitation through a text message sent by a scammer who claimed to be his friend. Then Indro was disgusted by it and said that he only had 2 real friends: Dono and Kasino. He also reintroduced himself as Indro, so the whole Warkop troupe is complete. The intense vibe in the middle part turned to saudade (a feeling of longing, melancholy, or nostalgia for a beloved yet absent someone) towards the end. However, it only lasted for a few seconds before Indro became a funny man again. As the video ends, he introduces himself as “Outro” — a pun that contradicts his real name, “Indro”.
In-depth Research with Great Execution
In my opinion, this is a tremendous and engaging campaign. The brand and agency did an in-deep research and also executed it perfectly. The message is well-delivered, so any Indonesian watching it will feel related, entertained, and nostalgic at the same time. These are some aspects that make this campaign an example of good shareable content:
- Educating the audience with a simple analogy that engages a broad audience
Finance and technology are two advanced topics that amateurs might not understand, especially when using difficult terms. This campaign has successfully explained how phishing works with the actual fishing analogy, which is more familiar to a broad audience. Moreover, they displayed various scam examples that connect the story with the audience, from young to old generations, working adults to elementary students, fishermen to content creators.
They even think that BCA delivers a PSA message better than the Indonesian government usually does, which makes them willing to watch until the end. This is a good thing, meaning the message has been well-delivered and the audiences understand it— mission accomplished! It’s a successful result of in-depth research on the audience and top-notch storytelling.
2. Bring nostalgia and joy by presenting a comedian legend
I think BCA and Flock’s decision to point out Indro Warkop as the narrator-slash-star of the ad is brilliant. Warkop is a legendary comedian troupe that many Indonesian people still cherish. The campaign name derived from the late members, with a clever tweak from the creative team, makes the campaign even more attractive. Its outstanding storyline brings so many emotions and enjoyable nostalgic feelings to the audience, especially because it was told by Indro as the only living Warkop member.
3. Excellent visual and copywriting — approved by experts
The combination of exceptional visuals and copywriting makes the campaign even more memorable. A PSA tends to be boring, but BCA and Flock have broken the stereotype. As I watched it from the beginning, I was immediately attached to it because this ad feels like a short movie due to the beautiful visuals.
Even some experts in technology development, IT infrastructure architecture and security, and marketing are impressed by the smooth execution.
If You Can’t Explain It Simply, You Don’t Understand It Well Enough
Referring to Albert Einstein’s quote, BCA and Flock have showcased a deep understanding of their audience by delivering a clear and straightforward message. Hence, their objective in delivering the message is a success. This is definitely one of the best advertisements of this decade, especially from a financial institution. Let me know what you think of it in the comment section!
Stay connected,
Annisa
