To create massive and instant brand awareness
To create competitive awareness toward competitors (GrabBike, BlueJek, etc.)
To change society perpective about online Ojek and change it into acceptance
Regarding to some controversy between conventional Ojek and Gojek, Gojek launch a storytelling campaign on Youtube and mass media,
Through the video campaign series, Gojek is focusing on the social impact of how Gojek change people from various background and various problem. Starting from single mother with economic problem, ojek driver with community problem and how it now changes after they joining Gojek.
Through this campaign, Gojek is trying to deliver social value as a service that is so “Indonesian”, created from Indonesian, deried from Indonesian culture, to change the live of Indonesian. Gojek also comes with a new tagline “Karya Anak Bangsa”.
Even though the competitors of Gojek provide cheaper fare, Gojek consistenly provide service that claimed as as added value proposition.
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-Nadiem Makarim, CEO of Go-jek Indonesia
Why is it interesting? We know that in Indonesia, there are some objection toward online transportation, due to cultural shock of technology application. Therefore for company like Gojek, their first challenge is to educate the market toward technolgy adoption, which is a very hard task to accomplish.
By highlighting social impact on the campaign, it provides reason why the society of Indonesia should accept Gojek service. Instead of focusing on why their service is better, Gojek tries to associate its company with the social impacts it created.
It is considered creative because it provides a new approach of branding through delivering a social value rather than technical value. Moreover, storytelling methods also provides society a deeper engangement with the brand itself, since it evokes viewers emotions. And brand is about emotion.
The channel of this campaign, which is Youtube channel, is also a great channel choice to create more impact through number of viewers. One of the video in this campaign has reached more than 2 million viewers.
Through Youtube Ads, GrabBike also launch an advertising campaign. It only uses song to deliver its brand message “Gapake macet, gapake mahal, gapake lama” with the melody similar to dangdut and video of Ojek driver dancing. Compared to this ads, Gojek campaign is relatively more emotionally appeling because of the story, value and video quality delivered.
Currently, Gojek is the ‘top of mind’ brand in term of ‘online ojek’ transportation in Indonesia with an estimation of 60-70% market share in ojek online market and have already reach more than 1 million order in 2015.
Reference: https://id.techinasia.com/perbandingan-layanan-gojek-grabbike-di-indonesia http://www.kompasiana.com/ariefnulis/perang-go-jek-vs-grab-bike-siapaterjungkal_55d36120b27a61c70bd7d32b
Since this campaign objective is delivering a brand message through highlighting on social impact, there’s a high possibility of success if similar campaign is delivered in other country toward different product.
However, since Gojek campaign include delivering it brand as a part of “Indonesian culture”, “from Indonesian to Indonesian” therefore these value might only be applicable in Indonesia. If Gojek wants to expand to other country, it should change its brand message.
