Xl: Xl

Kunal Sinha, Elki Hendria

XL, a telecommunications company, launched a campaign in Indonesia to create brand awareness and relevance, resonate with young Indonesian families and introduce the new the Akrab Family Plan, and increase the subscriber base.

Campaign details

Brand: XL Telecoms Brand owner: XL Axiata Entrant company: M&C SaatchiIdea creation: M&C Saatchi Jakarta Market: Indonesia Sector: Telephone & internet services Media channels: Content marketing, Online video, Sales promotion Budget: 500k - 1 million

Executive summary

For a long time, the telco category had targeted specific groups, competing for their attention in the same audience territory, lifestyle, and passion points. Our challenge was to resonate with young progressive Indonesian family (YPIF), heighten their interest as the XL brand was relaunched...

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