Durian Runtuh

Saham Rakyat is a one-stop trading platform aimed at Indonesian laymen. With the app, not only can you invest and trade, but you can also learn all about trading and get insights and information on how to best invest your money.

The app launched last year with the #LetsTalkStocks campaign, which was based on a deep understanding of its target audience and used alien characters to illustrate the basic problem faced by those looking to start trading for the first time: that the "language of trading" is incomprehensible to the average person. After the successful thematic campaign, Saham Rakyat has now launched a tactical campaign in collaboration with Ultra Voucher. To give the users a little surprise during the holiday season, every trading transaction within the app earns points that can be exchanged for a variety of shopping vouchers from Ultra Voucher.

To communicate this, Saham Rakyat created the “Durian Runtuh” or “Struck by Fortune” campaign, inspired by a popular Indonesian proverb: "Bagai mendapat durian runtuh" (translated: like a stroke of fortune, metaphorized by a durian falling right on you). The campaign features many popular Indonesian proverbs and effectively conveys its simple message by speaking in the language of the target audience, echoing their beliefs and superstitions.

Given the tendency for Indonesian advertising to turn to English in its communications in order to appear more international, this Saham Rakyat campaign, which incorporates local culture and stays true to its Indonesian roots, is a breath of fresh air. As a popular saying goes, "When in Indonesia, do as the Indonesians do."