Always know where the fun is
#selalutauyangseru
This campaign aims to widen the market’s use of Google Search. In Indonesia, statistics show that most people don’t rely much on Google search and the functions that it offers are not fully utilised. The Google Search campaign in Indonesia sought out to educate the market’s users to the possibilities and efficiency of using Google Search.
The target audience ranged from teens to young adults, and users do not seem to realise that Google can help in their day to day lives such as commute, navigation, information, travel/exploration. Apart from these, the voice recognition — “Ok Google” was one of the features that was under-utilised.
Client: Google
Year: 2016
Skills: Conceptualisation, Digital, Interactive Media
CAMPAIGN WORKSHOP & IDEATION
The APAC teams came together for workshops in Jakarta’s Google office to analyse data and statistics of different cities in Indonesia, and their use of Google Search. The results shared determined how we approached the campaign, and gave clear insights on driving the target audience to start seeing Google Search as a friend, not just a service or a brand.
#selalutauyangseru
The campaign circled around young adults, with the campaign tagline #selalutauyangseru (Always know where the fun is).
A campaign video was done, working with a local production company Bujukrayu, to feature cities such as Lombok and Surabaya, which were up and coming cities that young Indonesians might also be interested in to explore within their country. The video follows young locals exploring the cities, using Google Search as their buddy to lead them around their daily adventures spontaneously.
The target audience ranged from teens to young adults, and users do not seem to realise that Google can help in their day to day lives such as commute, navigation, information, travel/exploration. Apart from these, the voice recognition — “Ok Google” was one of the features that was under-utilised.
DIGITAL BANNERS
The digital side of the campaign circled around Edutainment, and Awareness. For edutainment, statistics showed there were more android users in the market as compared to iPhone users. Simple tutorial styled banners were created and targetted on sites in order to reach users who might not know how Google Search works on their android phones.
In Q3, digital banners were heavily focused on copy to target different types of the target audience using dynamic content placement. In Q4, the digital banners were tied in with the video launch featuring Lombok & Surabaya.
INTERACTIVE MASTHEADS
Masthead banners were also created for Youtube and the challenge was to make it interactive and appealing to the young adults who may not usually notice the masthead banners when they first land on the youtube landing page.
The intent was made to personalise the masthead and create a dynamic result that would target every individual who would interact with the banners. This was done when users are able to select the kind of traveller they are, followed by an interactive 360/panoramic exploration within the banner to feature different kinds of Google search results.
