Client: Google | Agency: Toaster (In-house) | Role: Creative Director
Launched Google Maps 2-Wheelers in the most jammed city with a campaign that turned each ad into a get-out-of-traffic card for bikers
Google Maps added the two wheeler feature to help bikers in Indonesia. We needed to create an integrated campaign that would encourage bikers to use Google Maps for their daily commute. To encourage a new behaviour we created a data-driven campaign that turned every ad into a get out of traffic card. Bikers saw unique iterations of our ads based on time of day, traffic, weather and other media triggers across YouTube, Facebook, Instagram and GDN. Within a few days, millions of new users were on the app discovering little lanes to keep moving freely.
2019 Best Interactive - Best Ads on TV
2019 Bronze - Data Driven, Effies APAC
2018 Best In Show - Brand Awareness, MMA Smarties ID
2018 Gold - Programmatic, MMA Smarties APAC
2018 Gold - Brand Awareness, MMA Smarties ID
2018 Gold - Location based services or targeting, MMA Smarties ID
2018 Gold - Best Use of Digital Media, Citra Pariwara
2018 Silver - Cross Mobile Integration, MMA Smarties ID
2018 Silver - Programmatic, MMA Smarties ID
2018 Finalist - Use of Real Time Data, Spikes Asia