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No bae, no problem, Google tells Indonesian singles stuck in the friendzone

Google has launched its Valentine’s Day campaign in Indonesia to support those who are single and in ‘almost-but-not-quite’ relationships or in the ‘friendzone’.

The campaign, called, ‘Yuk Move On’ (‘Let’s Move On’), and created by Superson, wants to remind these people about the importance of self-love and celebrating life, showcasing how they can move on in life, with a little help from Google.

It stars Vanesha Prescilla, an acclaimed actress known for her lead roles in Indonesian Gen Z heart-break dramas, showcasing how showcases how Google apps can help them move on. The film features a hit song from the Indonesian indie band and YouTube content creator “Reality Club”.

For example, Google Photos’ facial recognition can help singles identify the face of their ex-partners so they can put them where they belong: the past.

Meanwhile, Google Files can help singles get easily rid of all the love memes that used to make them laugh but now make them cry, and Google Assistant is always by their side to support them on their journey.

As part of the campaign, Google distributed a “Moving On Kit” to Indonesia’s top single influencers and YouTubers, encouraging them to try Google apps and share their moving on stories, showing support to other lonely hearts.

It also held an event for key media and influencers to unleash their creativity with a ‘paint your move-on mantra’ session, followed by a group therapy session led by radio and podcast hosts and a mindfulness coach.

Participants of the group therapy were selected based on story submission contests held on social media.  Attendees had the chance to share and receive moving on advice from experts.

“At Google, we want to organize the world’s information to make it universally accessible and useful. Valentine’s day is no exception. With this campaign, we are trying to bring a fresh perspective to other groups during this ‘love month’ and tried to give ideas for one of the frequently searched keywords on Google in Indonesia: “cara move on” (how to move on),” said Mira Sumanti, Google’s brand and creative lead for South East Asia.

“The need to move on transcends beyond age, gender, and boundaries. It is something that is universally relevant to everyone. It started with a simple ‘what-if’ conversation among Googlers and became a real-life, nationwide campaign. We would like to thank all the partners, agencies and influencers who believed in this idea, supported us, and made it happen."

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Featured by The Drum

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