XL takes network superiority message to a pointed billboard ad

XL has taken its latest accolades into outdoor advertising, following a film celebrating its network performance. The billboard was created by independent creative agency SALVO to mark XL’s recognition for its mobile and 5G networks in Indonesia.

It takes a pointed competitive approach, turning the achievement into a direct statement of XL’s growing network leadership. An earlier TVC also featured two competitive racers representing XL and its closest competitor.

The billboard prompted reactions online after images of the execution were shared across social media. Instead of explicitly naming or challenging another operator, the work gives audiences room to draw their own conclusions, turning a conventional network-performance claim into a piece of brand conversation.

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XL said the approach aims to show how the brand can communicate with confidence without being overtly confrontational.

“Together with SALVO, we created a billboard that lets the visual do the talking - simple, subtle, and open enough for people to interpret in their own way. Seeing it spark such an organic conversation shows that a powerful message does not always need to shout,” said Christ Marcel, head of brand communication at XL.

Rather than spelling out the competitive message, XL and SALVO have left audiences to make the connection themselves.

The campaign was led by SALVO’s creative team, including CCO Max Roza Natadjaya, creative director Audra Syah Rasjid, creative group head Muhamad Arif Hakim, art director Yohanes Paulus, senior copywriter Finaldy and creative strategic director Ariobimo Raharjo.

“We didn’t want the billboard to simply announce XL’s achievement. We wanted to take it further - turning the recognition into a bold creative statement with real stopping power. It took a brave client like XL to make it happen,” said Natadjaya.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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