PERENCANAAN DAN EVALUASI PROGRAM KOMUNIKASI DIGITAL RECYCLE MORE, WASTE LESS DBS INDONESIA

Abstract

The development of technology, as well as the shifting in consumer’s character that grows younger, leads the PR practitioner in the banking industry to adapt to the targeted consumer, in order not to lose with the disruption of technology. Therefore, DBS Indonesia created the Recycle More, Waste Less program, which is an extended version of the digital-based campaign from Live More, Bank Less, that conducted last 2018. Although the implementation has successfully gathered the attention and support from the targeted consumer in digitally-enabled criteria, herewith we proposed some digitally-based activities as the additional tactics, according to the communication and action strategy, in optimizing Recycle More, Waste Less campaign.