Jago, one of Indonesia's biggest digital banks launched JagoanKampus. It is Jago’s first ever move to reach uni students and invite them as ambassadors, or marketing representatives.

Based on our research, Gen Z crave for novelty and simplicity in life. And when it comes to financial aspect in life, Jago's technological breakthrough will make Gen Z's life much simpler.

Inviting quirky Gen Z as the ambassadors turns to be a challenging task.

Gen Z are wary of financial institutions because:

1. Complicated banking concepts and regulations
   They prefer having knowledge to make informed decisions than just being sold a product
2. Skepticism over traditional financial institutions
   Growing up surrounded by financial instability and corporate scandals, Gen Z are skeptical over financial institutions including digital banks
3. Beginner-level financial literacy
   Providing educational content that are engaging is crucial as financial terms are still 'new' to them

How we apply the concept?

Initiatlly, from the name Jagoan Kampus, we could've made it look like these:

but after considering

we decided to chose this approach:

On visual level, we combined the existing Jago's magenta-and-gold cue with fresh illustrations that we adapted from Wes Anderson's artistic style.

They loved it and the concept is used as the legacy for the next program.

The results?

Being tasked to organically acquire hundreds of registrants was a different challenge to begin with. To tackle that, we orchestrated a Twibbon initiative to draw "chain reaction" that spreads throughout the final year students across Indonesia.

From the initiative, we gathered:

• 183,000+ impressions
• 84,000+ reached accounts
• 400+ students using Twibbon
• 600+ registrants

From pre-launch campaign to wrapping the program, we covered the milestones with educational content that would benefit the participants and students that were already interested to join the next batch.

The JikaMaka team did an excellent job establishing our program, especially in digital presence. They're a fun team towork with and adapt easily to our needs. - Edo Velandika, Consumer Business Community Manager at Bank Jago

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