XL has launched an integrated campaign in Indonesia created by Jakarta-based independent creative agency SALVO. The campaign uses a story of rivalry and resilience rather than technical demonstrations, coverage maps and specification-heavy claims. The campaign comes after XL received recognition from Ookla for Best Mobile Network, Best 5G Network, and Fastest 5G Network in the country.
The hero film features two racers representing XL and its closest rival. XL’s racer experiences setbacks, learns from the stronger competitor and continues improving before ultimately taking the lead.
The film presents the Ookla recognition as the result of years of work, learning, setbacks and network improvement.
The campaign also uses comparative references in its outdoor advertising. A billboard designed around XL’s awards generated discussion on social media over whether the brand was challenging its rival.
The film closes with the line, “Berkat simpatimu, kami bisa menjadi jaringan #1 di Indonesia”—translated in the release as, “Thanks to your sympathy (XL customer sympathy), we became Indonesia’s number one network.” The word simpati also alludes to a competing telecommunications brand without naming it.
“We never wanted the billboard to simply announce XL’s achievement. It needed to go beyond recognition and have enough stopping power to spark a conversation,” said Max Roza Natadjaya, Chief Creative Officer, SALVO.
“Indonesia rarely sees telco advertising play with competition this way. The idea was to make the message sharp and provocative, but still simple, elegant, and unmistakably XL.”
“This is an important moment for XL and for the telecommunications landscape in Indonesia,” said Christ Marcel, Head of Brand Communication, XL.
“The close collaboration between XL and SALVO allowed us to turn a network achievement into communication that was relevant, disruptive, and entertaining. We believe strong campaigns should not only deliver a message, but also become part of the conversation.”
For SALVO, the work reflects the partnership between the agency and XL.
“It takes two to tango. A brave client needs a brave agency, and a brave agency needs a client willing to take the leap. That partnership is what allowed this campaign to move beyond an achievement announcement and become something people wanted to talk about,” added Natadjaya.
Credits
Client: XL
Head of Brand Communications XL: Christ Marcel
Brand Manager XL: Kenny Kristiano
CEO: Christmartin Hanandito Satrio
CBO: Kevin Hendy Prasetyo
COO: Muhammad Raditya Nurhawanto
CCO: Max Roza Natadjaya
Creative Director: Audra Syah Rasjid
Creative Group Head: Muhamad Arif Hakim
Art Director: Yohanes Paulus
Senior Copywriter: Finaldy
Creative Strategic Director: Ariobimo Raharjo
Group Account Director: Reza Langi
Account Director: Prisillia Amelia Sumayku
Account Manager: Nesya Ajani Rahmatalitha
Sr. Account Executive: Syavira Dwiputri
AV Producer: Zunia Emawati
Film Director: Marcos Mijan
Production House: MCC x Slim FIlms x Cinecartel
