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Celebrity faces help push for young subscribers

XL

 

COMPANY XL Axiata Tbk PT

BRAND VALUE US $800 million

HEADQUARTERS Jakarta

YEAR ON YEAR CHANGE -21%

INDUSTRY Telecom Providers

YEAR FORMED 1996

 

XL is one of the biggest mobile networks in the country; XL’s 4G-LTE service now spans close to 100 cities and districts across Indonesia, and the network had 29 million smartphone subscribers at the end of 2016. The brand targets young consumers, presenting aspirational celebrities – new this year is the TV presenter Hamish Daud and actress Tara Basro – as ambassadors, and using drama and subtle humor in its advertising. Short films on YouTube use the #HidupXtra (LiveXtra) message to show how XL makes it possible for people to achieve their dreams. Over Ramadan, this theme was used to show young people being “Xtra patient” or “Xtra loving” while fasting. The post-paid XL Prioritas service, for higher-spending and more loyal customers, is an area of focus for the business, and communications for XL Prioritas have a more upmarket feel and use the hashtag #simplybetter. The brand has an exclusive partnership with Yonder Music, a New York-based music streaming service, and is developing its e-money function. XL is part of Axiata, which owns Celcom in Malaysia, M1 Singapore and SIM Thailand. The company is listed on the Bursa Efek Indonesia, and is 66 percent owned by Axiata Group and 34 percent owned by the public.