Indonesian on-demand transportation company Go-Jek has rolled out an out of home campaign in the form of billboards to engage commuters who decided to take four wheel transport instead of a two-wheel Go-Jek.
The Drum spoke with Piotr Jakubowski, chief marketing officer, Go-Jek to find out the strategy behind the campaign. He said: "The strategy behind the campaign was quite simple, provide a simple and effective way of reminding travelers stuck in cars in traffic that they have other options. Jakarta is a city that has been plagued by debilitating traffic for years, so we knew that there are certain locations in the city where there is a constant flow (or lack thereof) of cars stuck for long periods of time.
"We chose a few of these locations, and asked the creative team to have some fun contextualizing the copy to the specific places. Indonesians are incredible active on social media, and naturally this became a topic of conversation – online, at the water cooler, in offices, on weekends."
Whether OOH is better than digital, he said: "In the bigger picture, every channel plays a role. You can argue that this was an out of home campaign, but was it? Most of the engagement, interaction and "ROI" came from digital conversations. So is it OOH or digital?
"As marketers we really need to understand how our audience interacts with different channels and in what context. The purpose of this campaign was to generate interest and conversations – we knew that with the right type of approach, people would naturally start talking about it just because traffic has become quite a topic of comedy."
Go-Jek's main competitor in the Indonesian market is Uber. Whether being local gives Go-Jek the home advantage, he said: "Being local isn't an instant win, it has both positives and negatives. As a brand we still need to put in the hard work to ensure our audience knows about the lengths our company goes towards making their lives easier and better. This is why competition is so important, to keep us on our toes and to constantly look for ways to innovate to get ahead. The edge that we do have is a truly in-depth understanding of local culture and values. This is truly important when crafting a product for a local market – if you don't understand the people and how things work, how can you build a product or service that is relevant?"
"Go-Jek was the first to use cash vs credit cards (we still don't have credit cards available for rides) due to the extremely low penetration of cards in the market. Go-Jek was the first to implement food delivery, understanding that the traffic isn't just debilitating for people but for business, subsequently building another business vertical which has now dominated over 90% of the food delivery market in Indonesia."
According to data gathered through Digimind, the campaign has reached over 45 million people.