BRANDING CAMPAIGN ANALYSIS
by Larasati Hapsari 19013031
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
Regarding to some controversy between conventional Ojek and Gojek, Gojek launch a storytelling campaign on Youtube and mass media,
covering how Gojek change the life of the Gojek driver in a video campaign.
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
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 the work of local Indonesian or karya anak bangsa as added value proposition.
-Nadiem Makarim, CEO of Go-jek Indonesia
Why is it interesting?
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.
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.
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.
Is it implementable
in other country?
Since this campaign objective is delivering a brand message
through highlighting on social impact, theres 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.