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From Q4 2025 to Q1 2026, Pluang and XTB employed contrasting OOH (Out-of-Home) advertising strategies in Jabodetabek to capture the regional investment market. Pluang adopted a traditional, high-visibility approach by utilizing 100% billboards to drive broad brand awareness and "mass market" curiosity. In contrast, XTB leaned into a digital-first premium strategy, with videotrons accounting for approximately 80% of its media mix to reinforce its positioning among active traders. While Pluang focused on awareness and acquisition , XTB’s strategy was more tactical, aiming for consideration and conversion by highlighting specific platform benefits.
The creative messaging further highlighted these differing goals: Pluang used a relatable, curiosity-driven campaign featuring Bobby Saputra and the slogan "Kenapa cuma satu kalau bisa banyak?" to emphasize its all-in-one multi-asset platform. XTB, meanwhile, utilized a highly segmented, "hard selling" approach that prominently featured a "0% commission" fee for US stocks and ETFs, directly addressing the cost-efficiency concerns of intensive traders. This directness was reflected in XTB’s clean, professional visual design, which stood in contrast to Pluang's broader, more general visual style.
Geographically, both brands concentrated their presence in elite economic hubs, with 18 spots in Jakarta Selatan and 4 in Jakarta Pusat. This distribution strategy targeted the middle-to-upper income demographic in Central Business Districts (CBD). Pluang prioritized high-traffic visibility points such as pedestrian bridges (JPO) and tunnel entrances , while XTB sought out premium, exclusive locations to bolster its brand image. This alignment between location and audience mobility underscores a shared tactical focus on the capital’s most active financial and professional districts.