In a bid to stand out amongst the traffic congestion crowd, Go-Jek put up a billboard to highlight its message that it was faster to get around the city via a Go-Jek motorbike.
In a conversation with Marketing, Piotr Jakubowski, CMO of Go Jek said that one of the objectives of the campaign was to get consumers to understand the benefits of Go-Jek’s services in a contextual manner. It is geared at commuters taking four-wheeled transport instead of two-wheeled Go-Jek bikes, stuck in cars around congested intersections. The campaign also looks to tackle the problem of the ubiquity of cars on the road which cause congestion.
The billboards contain long-form copy which could only be read if a person is stuck in traffic for longer than a few minutes. Each of the stories are also crafted to individual locations where traffic is dire, and includes a call to action that highlights “if you’re still reading this, next time just Go-Jek it”
Here is an English translation of the copy of the billboard:
“Hey you, yes you. Let’s imagine something. Imagine if you can come early to work this morning. Open the doors to the office without feeling embarrassed by your peers that you have come in late. You can get a cup of coffee or tea in the pantry and your mood is just great the entire day. Your peers at work would seem to be fun to work with, you are more productive and you can go home on time.
Still with me right? Ok, let’s continue. If you can come home on time, you can eat dinner with your wife and kids at home. You can hear their stories of what they have been up to that day. Oh, the little one also has developed the ability to sing Satu-satu Aku sayang Ibu (“I love my mom first and foremost”). That’s alright I’ll become the second, you thought to yourself. You know this feeling, a moment that you can’t explain in words. Then not long after that you would sleep peacefully with a smile on your face, so would your wife. She would whisper to you that she is happy that you came home on time today. The next day, you would wake up more energised. Like you have gotten extra energy from who knows where. Unbelievable but true. Imagine you can be like this every day. Let’s get back to reality. You still haven’t passed the Kuningan intersection (with this traffic) right? GOJEK-in aja (just GOJEK it).”
The campaign was created in-house and runs for about one month. Jakubowski added that talkability was a main measurement of the campaign ROI. He added that following the launch of the campaign, the keywords “gojek” and “billboard”, with some variations of spelling, reached over 45 million Indonesians.