RBS Launching Stage Design - Royal Bank of Scotland

Sujiwo Tejo ‘mendalangi’ masuknya RBS Bank ke Indonesia

Apa yang terjadi ketika dua budaya yang sama2 besar dan kuat ingin melebur? Ada banyak kemungkinan dan skenario, tentunya. Pilihan harus dijatuhkan kepada skenario terbaik tanpa mengalahkan salah satu pihak. Itulah yang terjadi ketika The Royal Bank of Scotland (RBS) akan melakukan Grand Launching dan Rebranding di Indonesia. Event ini dilakukan setahun setelah RBS Bank milik pemerintah Inggris mengakuisisi ABN Amro bank secara global. RBS Bank sebagai sebuah institusi keuangan yang kuat di 50 negara dan memiliki sejarah panjang selama 180 tahun akan melebur ke dalam budaya Indonesia. Dalam arti, akan berkomitmen melayani nasabah Indonesia.

Kamigroup pada tgl 18 november 2008 lalu, membantu rekan-rekan dari BiruApi Event and Communication mempersiapkan acara Grand Launching Rebranding RBS Bank yang diberi nama “RBS Blue Day”.

Setelah berkutat selama 2 bulan mempersiapkan segala skenario konsep, maka atas saran DisainKAMI diambilah jalan tengah untuk ‘meleburkan’ dua budaya, yaitu (budaya) Corporate Image RBS Bank yang kuat-tegas dengan budaya Indonesia yang harus tampil diatas panggung launching. Kompromi itu dilakukan dengan mendaulat Sudjiwo Tedjo sebagai ‘Dalang’ pembuka acara. Impressive dan pasti bisa Grabbing Attention 800 undangan di malam acara launching; itulah yang terbayang dibenak saya ketika melontarkan ide tersebut. Dan bagaimana hasilnya? Luar biasa! Anda bisa baca komentar dari beberapa petinggi RBS Bank diakhir tulisan saya ini.

Terimakasih kepada teman-teman dari BiruApi yang telah sukses mengemas dan mengkoordinir acara Blue Day ini. You are all the best, guys!

RBS Royal bank of scotland - Grand launching rebranding

RBS Royal bank of scotland - Grand launching rebranding

RBS Royal bank of scotland - Grand launching rebranding


Inilah komentar dari beberapa petinggi RBS akan kesuksesan acara malam itu:

“I personally wrote this on behalf of myself and the management team to thank each one of you for your significant contributions that each of you has done to make the Blue Day for Indonesia very successful and remarkable. These events are not only being the hot topic of the country, but also in the region. I and the management team still received notes from regional senior mangement and integration team thanking the Indonesia team for such a wonderful and overwhelming Blue Day events. Below are some notes that we received for sharing with you”
Thanks and regards,
Sonny Samuel
Interim CE

Muhammad Aurangzeb (Head of GBM South East Asia and Pakistan and Country Head of RBS Singapore):
“… Massive logistic coordination. Grand and high impact !! We should have thought something similar….”

Jim Brown (CEO Retail and Commercial Asia):
“.. I have attended Blue Day in many other countries, but looking at what happened in the client event last night, it is the most successful Blue Day I have ever attended…”

Paul Chen (Business Manager to John McCormick – Head of GBM Asia Pacific):
“… The rebraning was amazing! I can’t begin to imagine the hard work that went behind it by everyone. From the client event being immaculately well-planned & posh, … – all of these only serve to show the creativity, the focus, the attention to detail, the ability to execute skills that team Indonesia possess. I wish all countries can be like that …”

Geraldine Kennedy (Head of Asia Rebranding):
“Congratulations on a job very well done, I think the team truly surpassed themselves and you have set the bar for the rest of the Blue Days! Thank you for your commitment and energy, the support and efforts from the Indonesia team has been exceptional. We couldn’t have asked for a better introduction of RBS to the Indonesia market!”

Lindsay Mills (Regional Rebranding Project Manager):
“I just wanted to take this opportunity to say what a pleasure it has been to be on this rebranding journey with you. My role of tracking, co-ordinating, chasing and approving hundreds of items has been made so much easier by your endless enthusiasm.”

Fiona Gibson (Asia Rebranding & Communications Integration Programme):
“Everyone here (read: in the region) is still raving about the Indonesian rebrand. It was perfect.”

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