XL Axiata’s subsidiary Indonesian telco Axis has launched a campaign titled ‘Kompak Walau Berjarak’ (translated as unity in separation) to encourage Indonesians to stay at home and continue carrying out their regular activities. Conceptualised by M&C Saatchi Indonesia, the campaign film features individuals working, studying, hanging out with friends and even celebrating one’s birthday virtually with Axis’ data service during this lockdown.
In addition, the campaign borrows from a popular Indonesian proverb “Ringan sama dijinjing, berat sama dipikul”, which means that by “helping one another, we can get through even the hardest moments”. The campaign will run throughout the lockdown period, until social restrictions apply. The film will be aired on TV, as well as social media channels.
Currently, Indonesia has one of the highest number of fatalities in all of Southeast Asia, with Jakarta being the epicentre. The Central Government of Indonesia has also permitted the Jakarta administration to implement large scale social restrictions as offices and educational institutions were to remain closed.
According to Randu Zulmi, head of marketing communications, PT. XL Axiata Tbk contained in homes has reoriented an individual’s relationship towards many things, and Axis needed to review its brand’s relevance in the society during these extreme times. Hence, the telco shelved a brand campaign it had been working on for many months to launch #KompakWalauBerjarak. Zulmi added that it is important to understand the changing needs and habits of consumers and their emotional state of mind, and hopes this campaign will bring Indonesians closer in their fight against this pandemic.
Meanwhile, Yogi Tara, creative director, M&C Saatchi Indonesia the film aims to help people adapt to the new norm and more importantly, remind Indonesians of their core values and get through this pandemic together, only this time, with virtual proximity.
Anish Daryani, founder and president director, M&C Saatchi Indonesia, added the agency is prepared to innovate work processes to continue meeting business objectives of its brands. “We did this campaign – from concept to production and release – in less than two weeks. And all of this was managed remotely while ensuring the safety of our clients, our production partners and our internal teams,” he said.
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