Gojek (GoRide & GoFood) has low awareness partially due to their low local relevancy.
The brief is to enhance brand awareness and saliency.
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.
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.
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%