XL Prioritas dials up creative and digital work with new agency partner

XL Prioritas, the postpaid service brand of XL Axiata, has appointed digital agency REDComm as its creative and digital agency partner to help drive its ambition to become a more innovative, aspirational yet affordable postpaid brand. An internal pitch was held in December last year which saw about five agencies vying for the account. The appointment ends in February 2022 and the agency currently oversees strategic and creative communications. It is also responsible for a 360 digital plan to shift XL Prioritas’ luxurious brand concept to an affordable premium one that focuses on attracting a younger target segment. Havas Group Indonesia was the incumbent for the creative account but did not repitch.

Kuswantoro, MD of Maroon, a unit under REDComm, told MARKETING-INTERACTIVE that the team aims to bring its spirit and seamless creative ideas across ATL and digital platforms to gear up the brand’s growth ambitions.

According to Kuswantoro, the agency has previously engaged with another brand of XL Axiata, XL Home, the telco giant’s ISP product and service. He said that this win was even more special coupled with the fact that REDComm has been trusted to work as XL Prioritas’ strategic brand agency and digital agency partner, through a seamless collaboration of two of the agency’s business units, Scarlett and Maroon.       

Donna, head of premium marketing of XL Prioritas said that REDComm has managed to deliver great and relevant communication strategies with outstanding content direction for XL Prioritas.

Recently, XL Priorita’s parent company XL Axiata partnered with Kantar and software firm Medallia to drive the customer and employee experience strategy. The collaboration saw the utilisation of the Medallia Enterprise feedback management system to capture, analyse and act on feedback from customers across and journeys, while supporting employees across critical journeys to ensure a high performing customer-centric organisation. 

Meanwhile, earlier this year in February, REDComm underwent a brand refresh which saw the removal of REDComm's box, and shows half of the capitalised letter 'R' in white. Founder at REDComm Damon Hakim said that the new logo was inspired by the importance of any business to take a leap in facing the ever-increasing dynamic changes of society in the all-digital world. 

Related articles:
Digital agency RedComm unveils new logo after 20 years
XL Axiata makes moves in CX and EX to nab preferred telco title by 2023
XL Axiata twists popular Ramadan song into reinvented Lebaran celebration tips
Indonesia's XL Prioritas picks creative partner