Campaign details

Brand: YouTube Go Indonesia
Lead agency: MullenLowe Indonesia
Region: APAC

Strategy

Objective

Out of the 112 million people living in rural Indonesia, less than 10% accesses YouTube content daily. This is due to the high cost of data in Indonesia and specifically YouTube being perceived as a "data-eater".

YouTube Go is a lite video streaming application that was introduced under the YouTube flagship brand. It helps users in rural areas overcome the hesitation of watching online videos and establish a new offering while retaining equity and love for YouTube through its data control feature. Hence, retaining YouTube's equity while shedding its negative perception.

Our campaign was designed to address the negative perception of users in rural areas in order for them to accept and use YouTube Go.

The objective was therefore to:

  1. Get users in rural markets to accept and INSTALL the YouTube franchise
  2. Help them overcome their fear in order to develop a DAILY HABIT of watching YouTube videos
Target Audience