Mager Produktif Ala Stephanie Poetri

Mager Produktif Ala Stephanie Poetri is a campaign by Flock, a creative agency in Jakarta, for BCA, 2020. Categories: Campaign, Digital.

Challenge

BCA mobile needed to convince a generation raised on streaming and social to open a savings account through an app, not a branch. The brief: make the most ordinary banking task feel like the obviously modern choice.

Insight

Mager, Indonesian for lazy to move, is not a flaw in Gen-Z Indonesia, it is a lifestyle identity. The generation that hates unnecessary effort is exactly the audience for a feature that removes all of it. Make the hard way look absurd, and the simple way becomes irresistible.

Idea

Cast Stephanie Poetri, Indonesia's most recognisable mager voice, as herself on a teal sofa demonstrating two ways to save: cara ribet (stuffing cash in a giant teddy bear, padlocking the fridge, hiding money everywhere) versus cara simpel (open Tahapan Xpresi in BCA mobile, without leaving the sofa).

About this work

The ad opens on Stephanie Poetri in her maximalist retro living room, playing host to the absurdity of cara ribet: stashing cash in a giant teddy bear, padlocking the fridge, hiding money in every furniture crevice. Each beat is held just long enough to make you feel the exhaustion of it. The pivot to cara simpel is the punchline: open Tahapan Xpresi in BCA mobile, still horizontal, still on the sofa, still mager. The product demo lives inside the character logic, and Stephanie Poetri is both the talent and the promise.

Mager Produktif Ala Stephanie Poetri for BCA

We haven't made that one yet. Maybe it's serendipity, let's make it together.

Creative first. Effective always.

Flock is led by two of Indonesia's most experienced industry leaders, combining creative pedigree and business acumen built across global networks, major corporations, and the country's most demanding client accounts.

Arsyad (standing) is an Executive Creative Director. His career spans Lowe, JWT, Monks, and Ogilvy Jakarta. He helped shape Flock's creative direction in an earlier chapter, and is now back to continue that work.

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.

Client voices

What our clients say.

Future Creative Network

FCN brings together Indonesia's top creative companies, each with different expertise, into a single, cohesive ecosystem. One collaborative platform, delivering tailored, high-impact solutions for every client's diverse needs.

What sets it apart is a rare combination of scale and agility, the range to adapt and perform at the highest level for everyone we work with. What started in a small apartment in 2016 is now the largest local creative marketing and innovation ecosystem in Indonesia, built to empower local creative founders.

2016The Establishment1 company, 1 small apartment, 1 mission

2017Fastest Growing in IndonesiaThe fastest growing independent agency in Indonesia

2018First 'Agency of The Year' in IndonesiaFirst local agency to obtain the prestige 'agency of the year' at Citra Pariwara

2019Fastest Growing Agency in the worldThe fastest growing agency by Adweek

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

2023Top 10 Fastest Growing Large AgenciesThe fastest growing large agencies in the world by Adweek

2024Creative Agency of The YearCrowned as the Creative Agency of The Year at Citra Pariwara

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