Google Chrome: Open Spaces - Creating street art through the web
Brand owner: Google
Agency: BBH Asia Pacific
Brand: Google Chrome
Channels used: Games and competitions, Internet - display, Internet - microsites, widgets, Magazines - consumer, Online video, Outdoor, out-of-home, Public relations, Social media, Television, Word of mouth and viral
Media budget: 1 - 3 million
Since the browser's launch in 2008, Chrome has been trying to establish itself in Indonesia as a contender against the market leader, Firefox. Broadcast advertising had built overall brand awareness and driven downloads, but had yet to deliver significant increases in regular use.
Being a low-involvement tech product, the choice of browser is not something naturally top of mind. Coupled with the tendency of Indonesian society to be group-orientated, people naturally defaulted to the majority choice.