XL Blackberry Gaul Captures the Youth Market through Admax Network

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XL Axiata partnered with Admax Network to increase their reach and engagement online. Through the Admax Youth Channel, XL aimed to delve wider and deeper into the youth market.

XL Axiata partnered with Admax Network

XL Axiata-one of the largest mobile services operators in Indonesia – launched the XL Blackberry Gaul ad campaign targeting the youth market. Knowing that the youth is the most price sensitive audience segment, XL wanted to strengthen and develop brand loyalty within their existing consumer base, even as they attract new consumers. To stay ahead of their competitors that had saturated TV, print and outdoor media, XL partnered with Admax Network to increase their reach and engagement online. Through the Admax Youth Channel, XL aimed to delve wider and deeper into the youth market.

Campaign Objectives

  • Target trendy youth age 13 to 19 years old.
  • Raise brand engagement and loyalty by reaching youth in an interactive and content-rich environment.
  • Increase awareness of the package and traffic to the website.

Campaign Tactics
To achieve the campaign objectives, XL ran online ads in the Admax Network Youth Channel to target tech-savvy and trendy young Internet users—91% of which are between 13-19 years old. The youth channel's niched and localized content is more relevant to this youth segment and has produced more engaged audiences which are highly responsive to the brand's messages. In addition, Admax Network proprietary optimization platform dynamically and continuously adjusted the campaign to ensure that the XL ads were delivered to the right and most responsive audiences.

Campaign Results
The month-long campaign was a remarkable success. The Admax Network Youth Channel outperformed all other online advertising media by extending the campaign's reach to over 1.27 million unique users, far exceeding its target number of website visitors by 140%.

XL was very impressed with the campaign results that they signed more campaigns with Admax Network for their other products. "Admax Network's youth channel has been instrumental in delivering our brand messages to the right audiences. They exceeded our expectations, and the team has always been proactively working with us to develop the most effective solutions for our needs," says Turina Farouk, XL Axiata VP for Marketing Communication.

About XL

XL is one of the major cellular providers in Indonesia. XL owns an extensive fiber optic backbone network. Started its commercial operations in October 1996, XL's business consists of Consumer Solutions as triple band (900/1800/1900) cellular network and service provider and Business Solutions as corporate service provider. On 21 September 2006, XL launched XL 3G, the first fastest and widest cellular telecommunication services based on 3G technology. For more information, please visit http://www.xl.co.id.

About Admax Network

Admax Network, launched in 2006, is the largest online advertising network in Southeast Asia with offices in Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. Admax Network has over 3,200 of the top local and international websites in its network, making it easy for advertisers to reach their target audience online, and helping publishers to maximize their revenues through a range of display advertising products. For more information, please visit http://www.admaxnetwork.com.


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Janilaine N.
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