Client: Google | Agency: Toaster (In-house) | Role: Creative Director
Reviews of Hope
Helping people overcome vaccine misinformation through honest, real reviews
Google wanted to help a country with endless amount of fake news to dissolve fear and doubts around covid vaccinations. Through social listening and real-time data; we mapped fears with reviews from real people and then target them to the right people at the right place and right time. Showing them the right queries to search on Google and instil a habit of cross checking viral rumours with verified informations. By getting people to be more informed, this campaign aims to help the country so everyone can make better decisions for them and their loved ones.
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We used social listening and Google trends to identify fears and hoaxes around Covid vaccines.
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Mapped fears against real reviews and stories of how to get the right informations to overcome fears and doubts.
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Which encouraged and guided the country to the right searches for verified information.
The Films
These frank but compelling reviews from mothers, seniors, caregivers, breadwinners and more were delivered contextually across audiences so their message was relatable to the right people at the right place and the right time. The series took on misinformations around covid-19 vaccine against trending fears, specific hoax topics and real conversations in Indonesia.
2022 Finalist - Creative Effectiveness - CSR, One Show
2022 Finalist - Creative Effectiveness - Single Country or Region, One Show
2022 Finalist - Data Insights, Mad Stars Awards
2022 Finalist - Brand Experience & Activations, Mad Stars Awards
2022 Finalist - Purpose Driven Marketing, Diversity & Inclusion, MMA Smarties APAC
2022 Finalist - Purpose Driven Marketing - Diversity & Inclusion, MMA Smarties ID
2022 Acceptance - Data Creative Use + Infographic, Campaign Brief Asia
2022 Acceptance - Work for Good, Campaign Brief Asia
2022 Best Interactive - Best Ads on TV
2022 Merit - Health & Wellness, Craft, Data-Driven Personalization,
2022 Merit - Digital Service Innovation, One Asia
2022 Crystal - Pivot, Mad Stars Awards
2022 Gold - Creative, Personalization, MMA Smarties Global
2022 Gold - Marketing Impact - Data Insights, MMA Smarties ID
2022 Silver - Experience Technology, Search, MMA Smarties ID
2022 Silver - Marketing Impact, Data Insights, MMA Smarties APAC
2022 Bronze - Creative, Personalization, MMA Smarties APAC
2022 Finalist - Creative Use of Data - Targeting, One Show
2022 Finalist - Health & Wellness - Creative Use of Data, One Show