41 Bank promotes ease of digital living
COMPANY Bank CIMB Niaga Tbk PT
BRAND VALUE US $211 million
YEAR ON YEAR CHANGE 44%
YEAR FORMED 1955
CIMB Niaga sees itself as a leader in digital banking services, and has launched a range of online and mobile services in recent years to help make customers’ lives easier without having to visit a branch. In the past year, innovations include the launch of Indonesia’s first contactless credit card, Wave n Go, which allows users to make a payment by passing their card close to a payment point. CIMB Niaga has also worked with the ride-hailing service Grab, making it easy for their drivers to open bank accounts. The brand’s digital focus extends to its marketing; its “Forward” campaign, showing how the bank helps customers pursue their ambitions, involves widespread social media activity spanning Facebook, Twitter and YouTube. Influential celebrities often feature in their YouTube videos, including the actress and model Olivia Jansen, and comedians Kemal Palevi, Arie Kriting and Ge Pamungkas. CIMB Niaga presents
itself as a fun brand, and sponsors the annual Color Run sporting event.
CIMB Niaga was formed by the merger of Lippo Bank and Bank Niaga. The Malaysian-based banking group CIMB, which has operations in Singapore, Malaysia, Cambodia and Thailand, owns a controlling stake in CIMB Niaga, which is traded on the Indonesia Stock Exchange.