XL Axiata hands digital duties to Idenya Flux

XL Axiata has appointed Idenya Flux as its digital agency for prepaid communication for a year.  Seven agencies were vying for the account. Head of mass segment marketing communication at XL Axiata, Fajar Arieyanti (pictured below right), told MARKETING-INTERACTIVE that Idenya Flux will create a communication strategy to market the brand’s Paket Akrab to the Indonesian people, especially young progressive Indonesian families, through digital strategy such as social media. 

Paket Akrab offers internet packages that contain a large internet quota - from 28GB to 460GB - that can be shared with family members or relatives. According to XL Axiata’s site, the package can be obtained by customers through the myXL Application as well as eCommerce platforms such as Shopee, Tokopedia and Lazada. 

Yohanes Auri (pictured below left), CEO and founder of Idenya Flux, said that the agency had previously worked with XL Axiata on several digital campaigns. “Idenya Flux has the competencies to create an effective communication strategy for XL Axiata’s digital, which will bring about major changes for the better,” he added. Among the list of clients Idenya Flux has worked with include Uniqlo, Garuda Indonesia, Lion Parcel, BNI, Standard Chartered, Sony, and Traveloka.

XL Axiata recently beefed up its media and creative strategies by appointing dentsu Indonesia and M&C Saatchi respectively. Dentsu Indonesia is handling media duties covering digital and conventional media for a year until June 2022. Both parties have been working together since 2017, and the scope comprises integrated media, online and offline performance, eCommerce and the management of XL's customer data platform. Meanwhile, M&C Saatchi is focused on managing brand-building efforts across ATL and BTL for its prepaid offerings - XL Prepaid, XL Satu, and XL Prioritas. Four agencies participated in the creative pitch.

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