Campaign details

Brand: Google Assistant
Brand owner: Google Indonesia
Lead agency: MullenLowe Indonesia
Contributing agencies: Toaster, PHD Media Worldwide, Ambil Hati, Essence Global
Country: Indonesia
Industries: Audiovisual products
Media channels: Content marketing, Online display, Outdoor, out-of-home, Product placement, Social media, Word of mouth, influencers
Budget: 1 - 3 million

Executive summary

In Indonesia, a big percentage of people are not aware of their phones’ full potential beyond social media. In fact, data shows that 61% of phone users still believe that Facebook is the internet.

This campaign aimed to highlight how everyday life can be made easier with Google Assistant. By simply long-pressing the home button with one finger, Google Assistant can readily help in the local language – Bahasa Indonesia.