XTB's 'working cash' truck in Indonesia turns investment messaging on its head

XTB, the global investment platform headquartered in Poland, has made a striking entrance into Indonesia with a PR stunt that literally puts its message on display. Partnering with creative agency SALVO, XTB unveiled a fully transparent truck, shaped like an oversized aquarium, featuring two performers dressed as banknotes actively “working” inside.

Driving through Jakarta’s busiest streets, the installation immediately drew attention from passers-by. Inside the glass truck, the “money characters” were seen typing, discussing, and enacting daily work routines - turning XTB’s tagline, “Where your money works,” into a literal, highly visual experience.

“We wanted to break the stereotype that investment communication has to be dry, complicated, or intimidating. By showing ‘money working’ in the most literal way possible, we made the message simple, playful, and impossible to ignore,” said Audra Syah Rasjid, creative director at SALVO.

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XTB positions itself as a modern and transparent platform, offering Indonesians access to global investments from as little as US$1, with zero-commission stock trading. The activation underscores the brand’s aim to challenge conventional financial marketing and bring a more human, approachable tone to investment conversations in Indonesia.

“Launching in a new market requires more than just introducing features - it requires earning attention and trust. This PR stunt shows exactly what XTB stands for: transparency, accessibility, and the idea that your money should be the one putting in the work,” Rasjid added.

XTB is also giving away a total of IDR 5 million (US$300) to 10 lucky winners, and the prizes will be credited directly as cash balance to the winners’ XTB accounts. To participate, simply spot the XTB OOH, the TransJakarta XTB installation, or the XTB truck anywhere in Jakarta. Next, take a photo and share it on social media.

The spectacle has generated social media buzz, as the truck made its way through Jakarta’s business districts and high-traffic areas. By combining theatrical creativity with a clear message, XTB’s debut campaign signals a new, disruptive approach to investment marketing in Indonesia - a sector often characterised by conservative, rational messaging.

XTB officially launched its investment app in Indonesia during a press conference on 30 October 2025, signalling the company’s ambitious vision for the market. Omar Arnaout, CEO of XTB Group, explained that the platform’s mission is to make global investing accessible while placing a strong emphasis on education.

Through the app, users can access over 600 US stocks and ETFs, alongside interactive learning experiences designed to help investors build financial literacy and confidence in making investment decisions.

Arnaout noted that with more than 12 million investors and a projected digital economy worth US$360 billion by 2030, Indonesia is entering a new era of digital finance.

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