Marketing Excellence Awards 2023 Singapore
Gojek inks massive partnership with BTS to paint the town purple

Gojek inks massive partnership with BTS to paint the town purple

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Gojek has partnered with BTS to encourage consumers to experience the convenience of online transactions through its ecosystem. The partnership runs across Singapore, Indonesia, and Vietnam and involves GoFood, GoRide, GoCar, GoClub, and GoPay. It will be carried out in stages until the end of the year and will feature promotions and special gifts.

The launch in Singapore, aimed at "painting the town purple" will include BTS-themed OOH placements, accompanied by digital and social efforts across various channels. Gojek Singapore's ongoing promotions, such as offering SG$3 off two rides to and from malls, as well as its 925 pass subscriptions for discounted off-peak rides, will remain valid during the campaign period.

In Indonesia, the collaboration will see the introduction of a new TVC where the members speak in fluent Indonesian and order Indonesian cuisine via GoFood. The campaign will roll out in Vietnam in the coming months. Gojek is also handing out exclusive BTS merchandise when consumers complete a secret mission.

Audrey Petriny, deputy chief of corporate affairs at Gojek, said with BTS' global influence, the band spreads messages of positivity and support through their songs. "It’s this spirit that makes this partnership so special, and is aligned to Gojek’s commitment to create a positive impact on the lives of our users, driver partners and merchants," she added. MARKETING-INTERACTIVE has reached out to Gojek for additional information.

The band recently stirred up chatter when the members spoke about going on hiatus during a livestream. The word "hiatus" was used a few times in the English subtitles and Hybe, the agency managing the boyband, eventually clarified that BTS is not taking a hiatus. Instead, the members will be focusing on more solo projects at this time. Nonetheless, shares plunged as much as 27% after the band said they will focus on solo projects. Bloomberg previously reported that the agency's stock was down nearly 60% so far in 2022.

Meanwhile, on the leadership front, Gojek co-founder and CEO Kevin Aluwi stepped down from his role to join GoTo's board of commissioners. He now supports GoTo's senior leaders in delivering the company’s vision and mission and work to empower progress for everyone in the GoTo ecosystem and the communities where it operates. He also continues to represent Gojek in the electric vehicle space in support of the company’s commitment to zero emissions by 2030.

Related articles:
Gojek CEO Kevin Aluwi will step down to take on commissioner role at GoTo
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After Gojek, TADA implements increased fares amidst rising fuel costs
Gojek keeps '925' in place for consumers as it increases trip start fares
Gojek CMO Ainul Yaqin returns to Unilever

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