Title | USING DATA TO SET BIKERS FREE |
Brand | |
Product / Service | GOOGLE MAPS |
Category | A01. Creative Effectiveness |
Entrant | TOASTER LIMITED SINGAPORE BRANCH, SINGAPORE |
Idea Creation | TOASTER LIMITED SINGAPORE BRANCH, SINGAPORE |
Media Placement | ESSENCE Singapore, SINGAPORE |
Production | TOASTER LIMITED SINGAPORE BRANCH, SINGAPORE |
Name | Company | Position |
---|---|---|
Dewi Pintokoratri | Toaster Ltd | Executive Producer |
Petra Ferdinan | Toaster Ltd | Producer |
Anirudh Chohan | Toaster Ltd | Strategy Lead |
Vinod Savio | Toaster Ltd | Executive Creative Director |
Meyvi Wedelia | Toaster Ltd | Associate Creative Director |
Marco Rotoli | Toaster Ltd | Design Director |
Satria Partala Pamungkas | Toaster Ltd | Senior Copywriter |
Prayudha Bimo Aryotejo | Toaster Ltd | Senior Art Director |
Mujib Jamin | Toaster Ltd | Motion Graphic Editor |
Kencana Kesuma | Toaster Ltd | Front End Developer |
Oliver Dooley | Toaster Ltd | Head of Technology |
Sasha Sunu | Product Marketing Manager | |
Samit Malkani | Head of Brand Marketing, SEA & India |
Google Maps is the preferred navigation GPS app that is ubiquitous to all Android phones. While it enjoys healthy usage across the world and users prefer it over any other navigation app, in Indonesia there was a different story. While a majority of 4 wheeler users preferred Google Maps for navigating and checking traffic, on the roads, they weren’t the majority. Indonesia is the 3rd biggest 2 Wheeler market in the world. With over 6 Million 2W vehicles sold annually, the needs of 2 Wheeler users were very different and unmet. For this large user base, we wanted to launch 2W feature of Google Maps and be hyper relevant to them. The task was to raise awareness about the 2 Wheeler feature for a massive set of 2 Wheeler riders and drive them to try the feature. Specifically: - Increase awareness by 50%. - Increase usage of 2 Wheeler Maps Daily Active Users.