Google Duo: Father’s Day surprise to increase the number of daily users in Indonesia

Video calling app Google Duo combined digital OOH with viral content to drive mass engagement on social media and increase the number of daily users in Indonesia.

Most people in Indonesia live away from home to work in the city. The most common way for these people to stay in touch with their family is through video calls, so on Father’s Day we saw an opportunity to reignite the value of relationships and create a memorable event for Google Duo – a video calling app.

But with a tiny share of market, and an even tinier budget, we needed to create a campaign that would organically ride the social waves and cut through the clutter.

Instead of creating a campaign for many, we decided to create an ad for one guy – Ringgo Agus Rahman, a well known comedian and social media influencer. Unknown to Ringgo, we worked with his dad and surprised him with a personal message on a billboard in the middle of Jakarta city. And from there we let Ringgo’s followers do the influencing on our behalf.

Credits
Client: Google
Product: Google Duo
Advertising Agency: Toaster

Tags:
Out of Home, Billboards, Google, Father’s Day, Surprise, Toaster, Singapore, Google Duo, Creative Agency, digital agency, Outdoor Ads