GOJEK CAMPAIGN 2021 – ACHIEVE MORE
WHAT IS THE BRIEF?
Gojek (GoRide & GoFood) has low awareness partially due to their low local relevancy.
The brief is to enhance brand awareness and saliency.
WHAT REALLY IS THE OPPORTUNITY?
Food and ride hailing market is still growing so there are so much spaces for Gojek to grow.
Add in to that, the consumers never really satisfy and always ask for more.
WHAT IS THE IDEA?
The idea is inspired from a local proverb “ĐƯỢC VOI ĐÒI TIÊN” (To give him an inch, he will take a yard) which create a strong sense of local relevancy and strongly highlight brand role.
THE RESULT
April – May’21,
Impressive communication results
. Brand awareness: + ~15%
. Ad awareness/ Ad recognition: +8%
. Brand sentiment - Positive: +4%
. Brand imageries - key attributes of Gojek’s brand positioning
- Convenience: +13%
- Affordability: +7%
Lead to very positive business results
. New users: increased 9.34% (May), and 40.13% (June)
. Completed orders - GoFood: increased 46% (June)
. Order frequency - GoFood: rose 32% (June)
. App install: grew 3.4% (June), organic 4.2% (June)
. Market Share: GoRide +4% & GoFood +1%