To raise awareness about the full roll-out of its application, Singapore’s newest ride-sharing platform Go-Jek has released a series of out-of-home advertisements that makes thinly-veiled digs at its rival, Grab.
The Indonesian-based platform made its official entry into Singapore in November 2018 and launched a gradual roll-out of its ride-hailing services across the island to ensure a smooth entry into Singapore and an ongoing effort to improve the user experience over time, as well as allowing its driver-partners to onboard with its platform.
The roll-out was complete on January 2, 2019 and the ride-sharing platform immediately plastered colourful OOH ads around Singapore that referenced consumers’ dissatisfaction with Grab, the dominant player in the market.
The ads, which were created by local independent agency Blk J, had captions like 'Hey Goliath, there is a new Dave in town', 'Remember the days you loved ride-sharing, they are back', and 'Ride to freedom with the new choice in town'.
Speaking to The Drum, Archishman Ramasubramanian, the vice president and head of marketing at Go-Jek in Singapore, said: “With our fun, witty and vibrant OOH ads, we want to bring joy to the streets and announce to consumers in Singapore that everyone can now experience Go-Jek. We are committed to bringing more choice and creating the best ride-hailing experience for our users here.”