Tapping into a strong cultural insight that Indonesians cherish social gatherings and bond by sharing new places and great finds, we create #SelaluTauYangSeru – ‘Always know where the fun is’. They enjoy connecting with friends through new and exciting experiences; they don’t want to miss out and they value social currency - knowing the latest happenings help them contribute to the conversation. In order to bring the brand message to life, we utilised an activation-led initiative that fully integrates and leverages on digital, mobile and social media channels. Using a fun framework of an adventure to discover the city’s best kept secrets – the target audience was encouraged to explore using Google App. The mechanics – a clue is given on social media one day prior to the daily event; by solving it using Google App, they will find the destination to experience that unique event.

Description : The adventure to hunt down and experience cool things in your city with Google App

Launch date : 24 Oct 2016 - 23 Dec 2016

Country : Indonesia

Region/City : Jakarta, Bandung, Surabaya, Yogyakarta, Medan, Bali

Types of venues: F&B outlets, park, artisanal coffee shops, vintage store, nightlife theme cruise, craft sessions, museum visits

How to play : Clue spread on official twitter account and through influencers on Instagram and , users solve clue and search using Google App, a Google logo sighted in ‘Google My Business’ page confirms answer. User navigates there and enjoys the Google-curated event with friends and share on social media.

We moved 13,000 people in 6 big cities, to explore and discover even more of their own city with Google App.

The growth for our total DAU (Daily Active User) was astounding with cities like Surabaya topping the charts with a 28% increase, and Bandung at 20%.

Most importantly, this meant that our campaign got more users in Surabaya to adopt new search habits , even exceeding users in a big city like Jakarta.