Indonesian Telecommunications Brand XL Takes Us Through the Life of a Subscriber in 'We Are More'

XL has released its new brand campaign, 'We Are More'. Targeting the progressive Indonesian families, XL believes that when people come together, they don’t become one… they become more. The brand took a call 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.

Developed by M&C Saatchi Indonesia, the campaign talks about the progression in the life of a subscriber as she goes through many different stages while staying close to her loved ones, and the ones who support her success, including XL. Through her seamless journey through life, the film demonstrates XL’s unwavering loyalty to its users across the country, every step of the way. The song in the background narrates her life’s story – “I sing a thousand love songs, I write a thousand tales, the time that belongs to us, belongs to us”.

The brand also unveiled their new iconography, called “Mo”, which projects one half of the XL logo as the ‘greater than’ sign, promising “More” to all stakeholders.

Commenting on the campaign, Alfons Eric Bosch Sansa, chief marketing officer, PT. XL Axiata said: “XL has come a long way in realising its Purpose, and we are 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 which 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.”

Nadia Yuliani, creative director, M&C Saatchi Indonesia, added: “With this film XL 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. We wanted to portray this through the story of a woman who is supported by XL at every phase of her life.”

Anish Daryani, founder and president director, M&C Saatchi Indonesia, said: “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. It’s another way we can create, lead and manage change in a dynamic society that’s always aspiring for a better life.”