Indonesia’s Top Action Star Combats Hacker Traps in DDB Group Singapore's Latest Campaign For Google Play
Topping US$1.79 billion in 2023 and accounting for almost 46% of all gamers in Southeast Asia, Indonesia’s rapidly growing gaming market is attracting attention from all corners, including increasingly savvy cybercriminals. Even the strongest gamers are vulnerable to data leaks and scams on unsecure gaming sites. Google Play's security technology helps protect transactions and user data from online hacker traps, including two-step verification for every purchase and industry-standard data encryption for payment information. Google Play also allows users to conveniently top up without leaving the game, protecting gamers within the safety of its platform
Starring Indonesia’s leading action hero, Iko Uwais, the ‘Protect Your Play’ campaign cautions against taking online security for granted in true cinematic style. Iko is best known for his roles in films like The Raid, Expendables, and Star Wars. He is widely regarded as the best modern martial artist in film today and is globally admired for his fighting skills.
The campaign follows Iko as he navigates the gaming worlds of Mobile Legends Bang Bang, Freefire, and EA Sports FC—popular platforms with massive followings and significant in-game spending. However, in stark contrast to the action heroes he typically portrays on screen, Iko is caught off guard by hidden dangers. The villains are online security risks, and the stakes could not be higher as Iko’s personal assets and banking details are compromised.
"A campaign for gamers has to be engaging,” commented Vinod Savio, CCO at DDB Group Singapore. “Our task was to deliver a serious message in a way that gamers would not only enjoy but also sit up and pay attention.”
The campaign launched in August with a social teaser on Iko Uwais' Instagram channel, raking in over 3.5 million organic views within the first 24 hours alone. The full-length film followed and has since topped 11 million views. The campaign is supported by 15-second game-specific ads, gaming influencer battles, and plenty of promotions with discounts and game advantages up for grabs – a multi-pronged approach designed to build excitement and entice users to practice safety online.
“Marketing to a diverse yet deeply passionate audience like the gaming community is challenging," said Amanda Chan, product marketing manager at Google Play.
“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.”
