Product Campaign
Context:
Following the success of a previous Google Play campaign that set a global benchmark, Google Play Protect needed to communicate its gaming security features to mobile gamers—an Indonesian demographic that prioritizes gameplay over security settings and is vulnerable to malware, fraud, and privacy breaches.
The Challenge:
How do you make security feel exciting to gamers? In a space where security messaging typically feels like an interruption, Google Play Protect needed to reach mobile gaming audiences with a message about privacy, safety, and security without killing the fun.
The Solution:
We brought Google Play Protect to life through the heroes gamers already love. Featuring popular characters from Mobile Legends: Bang Bang and Free Fire, the campaign turned security features into epic gaming moments. Designed social-first for YouTube, Meta, and TikTok, the content made privacy protection feel like part of the game. With 36 million views on YouTube and counting, the campaign proved that security messaging doesn't have to be boring when it speaks the language of play.