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Google Indonesia puts tongue-in-cheek twist to Valentine's Day

Google Indonesia puts tongue-in-cheek twist to Valentine's Day

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Google Indonesia is offering a fresh perspective to Valentine’s Day by showing support to those less lucky in love through its "Yuk Move On" (Let's Move On) campaign. The campaign celebrates those who are single, in almost-but-not-quite relationships or in the friend zone.

At the heart of the campaign is an online film starring Vanesha Prescilla which showcases how Google apps can help you move on, featuring a hit song from Indonesian indie band and YouTube content creator, Reality Club. Done in partnership with Superson, Anatman Pictures director Mahatma Putra, Lion & Lion, Bumble Bee Studios, Image Dynamics and Toaster, the campaign serves as a reminder about the importance of self-love and celebrating life, showcasing how you can move on in life, with a little help from Google.

Nine Google apps are promoted in the tongue-in-cheek campaign for their ability to aid in the process of moving on from a past relationship. For example, Google Photos’ facial recognition helps users identify the face of their ex-partners so they can put them where they belong: the past. Similarly, Google Files helps users get easily rid of all the love memes that used to make them laugh but now make them cry, and Google Assistant is always by users' side to support them on their journey.

In conjunction with the campaign, Google also distributed a "Moving On Kit" to Indonesia’s top single influencers and YouTubers, encouraging them to try Google apps and share their moving on stories, showing support to other lonely hearts.

Google's brand and creative lead for Southeast Asia, Mira Sumanti, said it wants to organise the world's information  to make it universally accessible and useful.

"With this campaign, we are trying to bring a fresh perspective to other groups during this ‘love month’ and tried to give ideas for one of the frequently searched keywords on Google in Indonesia: 'cara move on' (how to move on). The need to move on transcends beyond age, gender, and boundaries. It is something that is universally relevant to everyone," she added.

Antti Toivonen, Superson Singapore’s managing partner and creative director, said the idea came from Google and it built an agile creative team to help Googlers to workshop the campaign over the past months. "Our specialist team saw people from Indonesian love novelists and musicians, to filmmakers and packaging specialists, working alongside Google’s internal experts from analytics to communications," Toivonen added.

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