BRANDING CAMPAIGN ANALYSIS

by Larasati Hapsari 19013031

Gojeks Challenge
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

Storytelling Campaign
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
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 the work of local Indonesian or
karya anak bangsa as added value proposition.
-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.

GrabBike Campaign
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.

Result
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

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.