Context

Following a Google Play campaign that set a global benchmark, Google Play Protect needed to bring its gaming security features to Indonesian mobile gamers — an audience that prioritises gameplay over security settings, leaving it exposed to malware, fraud and privacy breaches.

The challenge

How do you make security exciting for gamers? Security messaging usually feels like an interruption. We had to talk privacy, safety and security without killing the fun.

The solution

We brought Google Play Protect to life through the heroes gamers already love. Featuring characters from Mobile Legends: Bang Bang and Free Fire, the campaign turned security features into epic in-game moments. Designed social-first for YouTube, Meta and TikTok, it made protection feel like part of the game.

Results

36 million views on YouTube and counting — proof that security messaging doesn't have to be boring when it speaks the language of play.

Partner toolkit

We also created a brand toolkit for the 2023 Google Play PPP Indonesia campaign, giving partners everything they needed to roll out co-branded comms correctly: messaging, logos, colours, design and video templates.