YouTube Go: Exorcising The Fear of Data Consumption in Rural Indonesia

YouTube, the online video hosting platform, created a new app to appeal to consumers in rural Indonesia.

Campaign details

Advertiser: GoogleBrand: YouTubeAgency: MullenLoweCountry: Indonesia

Campaign Summary

Launching a new product offering to overcome YouTube's 'data eater' perception in rural Indonesia. 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 specifically YouTube being perceived as a "data-eater". We created a product-extension from scratch under the YouTube flagship brand, but with differentiated offering and proposition. Hence, retaining YouTube's equity while shedding its negative perception. The campaign gained more than 60 million downloads...

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