XL Axiata unveils new icon promising 'more' to stakeholders

XL Axiata has unveiled its new iconography in its latest brand campaign. Known as "Mo", the new icon projects one half of the XL logo as the "greater than" sign, promising “More” to all stakeholders, the telco said in a statement. 

Meanwhile, the campaign "We Are More" is targeted at progressive Indonesian families. Done in collaboration with M&C Saatchi Indonesia, the campaign video follows the progression in the life of a subscriber, from her engagement, through pregnancy and motherhood, while staying close to her loved ones and using XL Axiata's services to stay connected. Meanwhile, the song in the background says "I sing a thousand love songs, I write a thousand tales, the time that belongs to us, belongs to us," which serves as a narration to the user's life journey.

Alfons Eric Bosch Sansa, chief marketing officer, XL Axiata said that the brand has come a long way in realising its purpose, and it is taking it a step further by being a brand that focuses on serving and supporting Indonesian families achieve their collective ambitions. "We are not only innovating in our services but we also want to become a household name that engages with Indonesian families across their daily lives and their progression. Through this campaign, we also attempt to deter from the unconscious bias that the industry has towards the portrayal of the role of women in society. This is just the start for better things to come," he added.

The idea for the campaign comes as XL Axiata looks to reposition itself to be relevant not just to the individual, but to the entire family. This involves innovation across products, offers and packages that prove to be more convenient as well as cost-effective for Indonesian families. 

Nadia Yuliani, creative director, M&C Saatchi Indonesia, said that through this video, XL Axiata hopes to unite Indonesians closer to their families and remind them that XL will always share the values that they hold to keep their loved ones together throughout their lives. Anish Daryani, founder and president director, M&C Saatchi Indonesia added, "By creating stronger relevance for XL in the lives of Indonesian families, this is an opportunity to demonstrate how Brand Purpose can translate to commercial success."

MARKETING-INTERACTIVE has reached out to XL Axiata for comment. 

Separately, XL Axiata appointed Idenya Flux as its digital agency for prepaid communication last September.  Seven agencies were vying for the account. Head of mass segment marketing communication at XL Axiata, Fajar Arieyanti, told MARKETING-INTERACTIVE then 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. 

In August that year, it reappointed dentsu Indonesia to handle media duties covering digital and conventional media for a year until June this year. Dentsu has been working with XL Axiata since 2017, and the scope comprises integrated media, online and offline performance, eCommerce and the management of XL's customer data platform. The agency pitched as Dwi Sapta, Carat and iProspect, and Dwi Sapta will take the lead on this account. The pitch was called in early February and Mindshare was also vying for the account.

Related articles:
XL Axiata hands digital duties to Idenya Flux
XL Axiata reappoints dentsu for media duties