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 (Source: Geopoll study, 2015).

Google Assistant is a voice-first technology that allows users to get things done by directly asking Google through their phones. Simply put, it's your personal Google, a voice-activated virtual assistant that is always ready to help.