Campaign details
Brand: YouTube Go IndonesiaLead agency: MullenLowe IndonesiaRegion: 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,...