In Indonesia, mobile data worries are real. Also In Indonesia, slapstick is king. While not my personal taste, we leaned heavily into their cultural ideas of comedy to promote YouTube’s new Offline feature, showing people they didn’t need to go to extreme lengths to skimp on using their mobile data.
But my favorite part of the campaign was the pre-roll videos we created. They turning Indonesia’s favorite YouTube videos into pre-roll ads, promoting YouTube’s new Offline feature, turning the viewer into exactly the thing our campaign was telling people to avoid.
INTEL X CHRIS LEE
GOOGLE X E. ROSE