Project:
Google Maps motorbike route launch
Role:
Creative Strategist,
Digital Copywriter.
Achievement:
Citra Pariwara finalist for
Best Non Conventional Campaign
Agency:
Mullenlowe Group
A brief story behind.
Objective:
Develop Campaign for the launching of Biker's route by Google Maps
Sharing a bit of the process of campaign development as this was my first experience working for Google, first original yet absurd idea which fortunately turned into the main campaign, and also my fist work that shortlisted as one of the finalist for the biggest advertising award in Indonesia.
And everything started with a question of
“How do we make people aware that Google maps is all you need”
According some random quotes out there “there are things that words can’t explain”.
And this somehow illustrates much as i can’t explain how a memory of that pinky man walk around a big shopping centre in South Jakarta came to my mind.
Yup. A pinky man.
From hat to toe,
sometimes with suitcase too.
I remember that I observed that man back sometimes in the past. Which filled my mind with burst of questions.
Until I got home and I began a little research about what I’ve just saw.
And though, I’m not alone.
And it somehow inspires me how back at 2013 a random act of quirkiness trigerred people curiosity which then created a buzz on the internet. Interesting.
I then try to apply the thinking to the campaign, also with a bursting line of question:
why don’t we create a wrong answers to users pain points? By creating unusual bike that go around the town which makes people think “oh what was that” yet also think “what a great idea where have I been?”
So here we go, me and my team develop the idea and present an attractive bike that actually help you NOTHING to counter Jakarta’s traffic.
Yup. Nothing.
We mean it.
Because what you actually need is Google Maps in your hand.
