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Google Play Points 'Orc'
With 120.7 million mobile gamers, Indonesia ranks among the “Big Six” mobile gaming countries. Google Play Points (GPP), a rewards platform that allows users to earn and redeem points wanted to tap into this growing market. So, to launch the platform in Indonesia, we tapped into gaming culture to inform and shape our creative spot.
To bring the story alive, we created an orc, much like the ones gamers were used to seeing in popular games they played. Except ours was different. Ours was a gentle giant - a lovable orc. To make the point about GPP, the story follows him as he goes about his day earning and redeeming points for doing the things he loves. And since diversity and inclusivity were core to the story - as a twist - the orc is later revealed to be the gaming persona of an elderly lady.
