Online logistics platform GoGoVan is looking to establish a new image with its latest marketing campaign, themed “出走的” (Escaping is ... ). The initiative aims to put to an end the stereotype “low educated and bad manner” impression of van drivers with three online videos that portray three GoGoVan drivers’ stories.
Launched by its in-house marketing team, in the videos, they match drivers with female artists such as a fashion designer, tattoo artist and typographer, asking them to interact and explore each other’s real stories.
The artists have redecorated the vehicles with their artistic designs and the vans will be available for customers to order.
The campaign also introduces a lucky draw in which the winner will receive a $2500 cash voucher from a travelling agency.
[gallery link="file" size="full" ids="146126,146127,146133"]
GoGoVan’s marketing manager Basil Cheung told Marketing the idea of matching up young artists with the drivers was to create an unexpected chemistry, thus refreshing the “low educated and usually in bad manner” image of van drivers.
“The whole campaign echoes the brand’s tag line ‘Move it!’, but instead of staying traditional and doing tactical promotions, the team takes a more emotional approach this time,” he said.
“We are encouraging the audience to rethink about their life purpose, and injecting a message that although life is full of boundaries, GoGoVan is here to support you – and you just go ahead to reach your dream.”
Cheung added the campaign looks to disrupt people’s mindset of the industry and inspire customers to use GoGoVan’s services for different purposes other than relocation for homes and offices. For example, they can also use it for delivering pets or to go camping.
Targeting the young working class aged 22-35 and fresh graduates who have just tapped into their career, the campaign is digital-driven with a Facebook page as the key promotional platform.
Marketing Manager: Basil Cheung
Digital marketing specialist: Agnes Li
Marketing executive: Yandy Lai
Designer: Donnica Lo
Photographer: Ricky Lo @Ricky Lo Photography
Film director: Penny Cheng @Redline Production Limited