Campaign details

Advertiser: Google
Brand: YouTube
Agency: MullenLowe
Country: Indonesia

Campaign Summary

Launching a new product offering to overcome YouTube's 'data eater' perception in rural Indonesia. Out of the 112 million people living in rural Indonesia, less than 10% access YouTube content daily. This is due to the high cost of data in Indonesia and specifically YouTube being perceived as a "data-eater". We created a product-extension from scratch under the YouTube flagship brand, but with differentiated offering and proposition. Hence, retaining YouTube's equity while shedding its negative perception. The campaign gained more than 60 million downloads within a year and making it the fastest growing and most used new YouTube app globally. This led to the YouTube Go app becoming the number one ranking free Android App in Indonesia across all categories during the launch period.

Marketing Context