Indonesia – Google Play has teamed up with DDB Group Singapore to launch its new ‘Protect Your Play’ campaign that urges Indonesian gamers to stay vigilant against hidden cyber threats in online gaming.
As Indonesia’s gaming market rapidly expands, Google Play’s campaign aims to alert Indonesian gamers about the risks of neglecting online security, including potential data leaks and scams by cybercriminals on unsecured gaming sites.
The campaign features one of Indonesia’s top action stars, Iko Uwais. Renowned for his roles in The Raid, Expendables, and Star Wars, Uwais is celebrated for his exceptional fighting skills.
Conceptualised by DDB Group Singapore, the campaign film features Uwais navigating the gaming worlds of popular platforms such as Mobile Legends Bang Bang, Freefire, and EA Sports FC. In a dramatic twist, Uwais confronts villains representing online security risks with high stakes as his personal assets and banking details are put at risk.
The campaign also showcases Google Play’s security features, including two-step verification and data encryption, which protect transactions and user data. This technology ensures gamers can safely top up without leaving the game.
In addition to the main campaign film, the initiative features 15-second game-specific ads, gaming influencer battles, and numerous promotions with discounts and game perks, all designed to build excitement and encourage online safety among users.
Vinod Savio, CCO at DDB Group Singapore, said, “A campaign for gamers has to be engaging. Our task was to deliver a serious message in a way that gamers would not only enjoy but also sit up and pay attention.”
Amanda Chan, product marketing manager at Google Play, added, “Marketing to a diverse yet deeply passionate audience like the gaming community is challenging. DDB Group Singapore did an excellent job of focussing on our audience’s shared love of game cinematics to create an educational campaign that works. It’s no mean feat, and the results speak for themselves.”