M&C Saatchi Indonesia partners with Axis to unite Indonesians whilst in separation
Indonesia now has the highest number of fatalities arising from COVID-19 in all of Southeast Asia, with Jakarta being the epicentre.
The Central Government of Indonesia permitted the Jakarta administration to implement largescale social restrictions (PSBB) w.e.f. 10th April, 2020. This was further extended to many other parts of the country. Indonesians were asked to stay at home, while offices and educational institutions were to remain closed. This was never going to be easy for an otherwise extremely sociable society.
Axis, Indonesia’s most affordable telecom brand, launched a film campaign: Kompak Walau Berjarak (unity in separation). Created by M&C Saatchi Indonesia, the film encourages people to stay at home, while carrying out all regular activities like work, studies, meeting friends and celebrations, as per normal, virtually, with its dependable data service during this lockdown.
According to Randu Zulmi, Head of Marketing Communications, PT. XL Axiata Tbk: “Covid-19 has kept us contained in our homes, which may continue for many months. This is already reorienting our relationship towards many things. During these difficult times, Axis needed to review its brand’s relevance in the society.”
Axis shelved a brand campaign it had been working on for many months to launch #KompakWalauBerjarak. Stated Zulmi: “We believe it’s important to understand the changing needs and habits of our consumers and their emotional state of mind. We hope the campaign will bring Indonesians closer in their fight against this pandemic.”
The campaign borrows from the popular Indonesian proverb: Ringan sama dijinjing, berat sama dipikul, which means that by helping one another, we can get through even the hardest moments.
Explained Yogi Tara, Creative Director, M&C Saatchi Indonesia: “With this new film, Axis aims to help people adapt to the new norm and more importantly, remind Indonesians of their core values that we can get through this pandemic together, only this time, with virtual proximity.”
Anish Daryani, Founder & President Director, M&C Saatchi Indonesia, added: “We were one of the first companies in Indonesia that went into Work-from-Home mode from 13th March 2020, a month before it became mandatory. However, we were determined to ensure that there was business continuity for us and our clients. We were prepared to innovate work processes so we could continue meeting business objectives of our 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. We are extremely proud of this campaign that was born out of COVID 19 and is bringing the country, and us, closer together, despite the physical separation.”
Credits –
CD: Yogi Tara
Art Director: Wira Manggala
Copywriter: Rafiqah Nurrahmi
Integration Director: Dyah Ariani
Integration Manager: Devy Prameswari Taufan
Integration Executive: Siti Maryam
Producer: Rahmawati Putri
PH: Imagen Pictures
EP : Tining Natapraja / Ari Uno
Director : Arie Ong
Producer : Moming
Prod. Assistant 1 : Najib
Prod. Assistant 2 : Fiqih
Talent Coordinator : Peppi
Editor Offline : Adrie
Post : Sunny Side Up
Audio Post : Sound Village
Axis Brand Team
Group Head of Axis: Alfons Bosch Sansa
Head of Marketing Communications, PT. XL Axiata Tbk,: Randu Zulmi
Brand Communication & Management: Azka Putri Levana
