The Orc and his
Favourite Things

Context
Google Play Points is a fresh loyalty program that lets you rack up rewards for every dollar you spend in the Play Store, with endless ways to earn and redeem points. But with so many other loyalty programs out there, we needed a launch that stand out in the crowd.

Mission
With Indonesia being one of the “Big Six” mobile gaming giants in Southeast Asia, boasting the most diverse demographic of gamers. We wanted to capture the gaming community’s attentions and show that Play Points is the easiest way to earn rewards for doing what they love—both in gaming and across their other passion points. Yet still keeping it simple for the market.

Idea
We bring one of the most iconic in-game characters to life as our brand ambassador, showing how he racks up rewards just by doing all things he loves—that comes with a twist.

The story follows a big strong orc, much like the characters in popular games played by Indonesians. We watch as he goes about his day, earning and redeeming points for doing unexpected things he loves including renting a K-Drama, listening to Dangdut (local folk music) and many more. In the end, we uncover the surprising reason behind why his day unfolded the way it did.