Campaign details

Brand: PT XL Axiata tbk
Lead Agency: Mindshare Indonesia
Region: Indonesia

Strategy

Objective

To create consideration for choosing XL Axiata as the Telco network that provides the coverage & functionality throughout Indonesia, that goes beyond daily promotional activity.

In the hustling and bustling typical of daily Telco marketing & promotion activity, the Holy Month of Ramadhan provide an opportunity for XL Axiata to re-connect back to the end-consumer people in more meaningful way. Campaign #BecomeBetter was launched as a reminder and inspiration for XL Axiata' consumer to re-connect back with their old friends or colleagues. The campaign was also designed to highlight that technology adoption doesn't meant to make people to be individualistic, instead people should be enjoying technology to grow together as one collaborative community.

To convey the inspiration & purposeful message, XL created a 3 episodes video that is distributed in the main video platform of YouTube and Facebook as Simplicity and Accessibility of wide distribution reach was the key mandate.

Target Audience