Overview

Bank Jatim faced a growing wave of fraud cases ranging from scams to unauthorized transactions, driven largely by customer vulnerability to suspicious calls from unknown numbers, making this not just a security issue but a behavioral one. Markathing led the campaign strategy and integrated communication by developing a sharp, memorable platform “Nomor Asing, No More Action!” and translating it into a feature driven narrative video for YouTube alongside localized short form content powered by East Java influencers to ensure cultural and audience relevance. The campaign successfully embedded itself as a mental trigger for customers, shifting behavior when encountering suspicious calls, while the localized content approach ensured stronger resonance and effectiveness among Bank Jatim’s primary audience.