How to Build Indonesia’s Most Loved Network Brand
XL Axiata’s 2019 Communication Objective
Dial up XL Axiata’s brand superiority of “Strongest Data Connection” by strengthening the ownership of “Enabler of Better Life” in various, relatable moment in daily life.
Q1 Campaign:
Brand Strength Introduction
We introduce the brand role of XL Axiata as the strongest data connection network service trough a series of vertical video that exhibit relevant moment for different target market under its brand name.
Communicate the benefit for white collar worker audience that need a strong data network to connect and keep his day productive.
For younger audience, we push communication of how XL Axiata network can be used to help them win in game, as well in life.
As for older audience, we portray the drama of a productive, young mother that has difficulties to connect to the family who haven’t use XL Axiata as its network service
Q2 Campaign:
Tap to Festive Moment
For the next period of campaign, we want to focus more into the most exciting time of the year for many Indonesians; Ramadan month. As its a common knowledge to have a homecoming custom during the month, we want to convey the benefit of having ‘unlimited bond’ using the strongest data network available from XL Axiata
Using the same talent as previous Q1 campaign, we create a story around the fasting habit, and the habit to connect to elders in other cities.
The younger audience served by the story of how they always do “Mabar” (playing online game together) while waiting for breakfasting moment to come.
Q3 Campaign:
Strengthening the Brand Promise On-Ground
Alongside building the initial brand communication in the first half of the year, we develop an integrated, on-ground to online activity to exhibit how better our life is when using the strongest data network service from XL Axiata.
Dubbed as Digirace, we combine the concept of Amazing Race with the relevant usage of mobile connectivity to solve puzzle and conquer challenge that makes our live better.
For the first instalment, we collaborate with more than 20 social media influencers that spread into 5 major cities in Indonesia. During one day, they try to solve puzzle and conquer many challenges simultaneously using the help of XL Axiata network
While for the second series of Digirace, we want to prove how strong the data network service in 2 main route of transportation in Java Island, North and South coast lane.
Q4 Campaign:
Sustain the Brand Communication Further
As for the Q4, we want to refresh, as well as sustain the XL Axiata brand promise as the strongest data network provider through exciting and relevant stories in daily life. Once again, we create a series of relatable moment in life that portrayed with an uplifting beat and dance to show how better our life is when using the XL Axiata network service.
Start from using the network for streaming video content on-the-go we kick off the video series that seamlessly connect with other episode
Tap in to the rising number of music streaming service consumption, we highlight the benefit of XL Axiata network service to stream your favourite beat anywhere and anytime
We also convey the habit of using video call to help you arrange your long-awaited meet up time with friends
And last, we exhibit the most relatable sage of having the strongest data network available: to scroll and dwell into your well curated social media feeds
This adwork was created during my tenure at Lion and Lion Digital Agency as a Creative Lead (2018-2019)
During that period, I responsible for leading, directing, as well as collaborating ideas that fit and also answer the strategic thinking that can solve client marketing as well as business objective