Hoki Dibagi-bagi

Hoki Dibagi-bagi is a campaign by Flock, a creative agency in Jakarta, for BCA, 2023. Categories: Campaign, TVC, Digital.

Challenge

BCA Mobile's BagiBagi feature let customers send digital angpao, but the act still felt more like a transfer than a tradition. The brief: make sharing a lucky number feel like sharing luck itself.

Insight

In Chinese-Indonesian households, the angpao amount is never random. 168 echoes "yi lu fa" in Mandarin, one road of prosperity. The number carries the wish.

Idea

Build an Imlek film around a patriarch's annual ritual of computing the perfect lucky number, landing on 168, and the charming chaos that follows when 168 has to appear everywhere. BCA Mobile's BagiBagi feature is the only sane resolution.

About this work

The film opens in a dimly lit study packed with family in red, gathered around the patriarch as he performs his annual ritual: computing this year's Imlek lucky number. The verdict is 168, which in Mandarin echoes "yi lu fa", one road of continuous prosperity. What follows is a warm, absurdist chase through Chinese New Year rounds: 168 is their queue number at the fashion shop, 168,000 rupiah in the physical angpao, and when Grandma suggests giving 168 pieces of candy, the family reaches its breaking point. The resolution is BCA Mobile's BagiBagi feature: choose your angpao envelope design, enter 168 as the fixed lucky amount, and send to every recipient in one flow. A companion tutorial film closes the loop, walking through each step and showing how receivers can use their digital angpao via Sakuku, even buying movie tickets at Mtix.

Flock

Hoki Dibagi-bagi for BCA

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Nikken (sitting down) is the Managing Director. With 20+ years across Dentsu, Macs909, JWT, MullenLowe, Romp, and now FCN, she has led work for nearly all of Indonesia's major telco brands, plus automotive, FMCG, finance, tech, and beauty. Driven and meticulous, she is known for turning business relationships into friendships.

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BCA Telkomsel Tokopedia GoTo tiket.com Vidio Disney+ Hotstar Samsung Unilever Sunsilk Listerine Scarlett Marina Promag Greenfields Chitato Qtela Sasa Hotto Vinda Pesona Indonesia Rinnai Hyundai Yamaha
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2016The Establishment1 company, 1 small apartment, 1 mission
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20202nd time 'Agency of The Year' in IndonesiaSecond time 'agency of the year' at Citra Pariwara
2021Biggest Digital Powerhouse in SEAAcquiring Olrange and becoming the biggest powerhouse in SEA
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2024Creative Agency of The YearCrowned as the Creative Agency of The Year at Citra Pariwara
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2026
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