Campaign details

Brand: YouTube Go
Brand owner: Google
Lead agency: PHD Media, Essence
Contributing agencies: MullenLowe, Redcom
Country: Indonesia
Industries: Websites, online services, apps
Media channels: Mobile & apps, Online display, Outdoor, out-of-home, Search marketing, Social media, Television
Budget: 3 - 5 million

Executive summary

Origin – While a majority of Indonesia's 100 million (and growing) internet users are aware of YouTube, only about a third use it due to its perception as an internet quota monster with no visibility of how much data get used for watching videos.

Indonesians are fiercely protective of their data MBs due to the high cost of data which makes the users satisfy their video needs through social (Facebook and Instagram) and messenger apps like BBM, Line and WhatsApp.