LINE Bank plans its moves to lure savvy Indonesian youths

LINE Bank by Hana Bank (LINE Bank) is a digital banking application, born from the collaboration between Hana Indonesia (Hana Bank) with LINE Corporation and LINE Financial Asia. The strategic partnership between Hana Bank and LINE began in October 2018, when LINE Financial Asia acquired 20% of Hana Bank Indonesia’s shares.

LINE Bank services are accessible to the public in Indonesia via Play Store or App Store since June 2021 and largely targets the Gen Z and Millennials who are already familiar with the LINE ecosystem. In an interview with MARKETING-INTERACTIVE, Anton Hermawan, director of consumer banking at Bank KEB Hana Indonesia said the bank also welcomes those outside the Gen Z and Millennial category to also be a customer of the bank.

“LINE Bank aims to provide safe and convenient digital banking services for Indonesian customers by combining the accumulated financial know-how of Hana Bank and the tech expertise of LINE as Asia's leading mobile platform company,” he said.

Under the slogan “Banking in your hand”, LINE Bank is looking to portray to the Indonesian public a different, convenient, and safe way to bank. It has taken on the positioning of “Ngebank #CaraLain” (Another way to bank).  To lure the youth, it is offering customers debit cards in a choice of four colours, featuring the LINE Friends characters Brown, Cony and Sally. Through various promotions, customers can also receive special cashback rewards.

To aid with its marketing activities, LINE Bank has chosen to work with Magnus Digital for a period of a year to help with personalised marketing to build a better brand experience for customers. Magnus Digital will support LINE Bank’s digital strategy, performance marketing, and a wide range of marketing and advertising optimisation on every aspect of LINE Bank’s digital touchpoints. During a pitch held last year, the agency beat out five others to nab the account and set itself apart from its competitors due to its extensive experience in handling government and financial institutions.

Given banking is a highly regulated industry, Magnus was able to meet LINE Bank’s various requirements, especially regarding regulatory control and data security assessment. Magnus Digital will support also support LINE Bank’s performance marketing based on data-driven market research.

“Through various elements from data learning, user behaviour, acquisition strategy, to agile remarketing, we hope Magnus Digital can perform within great achievements,” Hermawan said.

He added: “LINE Bank by Hana Bank will always developing and always evolving, to offer the most innovative and safe banking experience, as we are planning to introduce various financial products and fintech services to cater our consumers need in the near future.”

Meanwhile, Magnus Digital Indonesia's MD, Pradhana H, said: "We are truly honoured to be a part of LINE Bank's journey in Indonesia and are very excited to work together with Line Bank as well as helping them with the exciting opportunities and challenges onwards."

He added that Magnus has the most amazing team that fully understands the client's expectations. "For this long-term partnership with LINE Bank, we will be focusing on maximising the overall digital campaign performance and bring the highest impactful result to the business," Pradhana said.