Brand: Google Search
Brand owner: Google Indonesia
Lead agency: Lion & Lion
Industries: Information technology
Media channels: Content marketing, Online video, Social media
Lion & Lion collaborated with Google Indonesia for Selalu Tau Musik (Always Know Music), a campaign to push the Google Search App (GApp) as the music platform for users. A total of 9.2% of total search queries in Indonesia show that people are interested in music. Based on this insight, we found that music plays a big part in the lives of all Indonesians, hence the campaign was positioned to promote GApp as the platform for all things music.
With this in mind, Lion & Lion developed seven online hero videos based on the traditional Indonesian game ABC Lima Dasar. In these videos, 14 Indonesian celebrities, influencers and YouTubers played the ABC OK Google game and challenged one another's music knowledge. The answers were, of course, verified with the use of the GApp. The videos were also used to encourage Indonesians to challenge their peers.