Campaign details

Brand: YouTube Go
Brand owner: Google
Lead agency: MullenLowe Indonesia
Contributing agencies: RedComm Indonesia, PHD Media Worldwide
Country: Indonesia
Industries: Websites, online services, apps
Media channels: Mobile & apps, Online video, Programmatic display, Social media, Television
Budget: 500k - 1 million

Executive summary

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 YouTube being perceived as a ‘data-eater’.

Google created the YouTube Go app: a product extension under the YouTube flagship brand, but with a differentiated offering and proposition in its marketing, retaining YouTube’s equity while shedding its negative perception.