Gojek releases ‘a dozen’ creative videos as part of its cerdikiawan campaign

Gojek Indonesia has launched a dozen creative videos as part of its cerdikiawan (life hacker) campaign, said the company in a statement to Marketing Interactive. The campaign is inspired by the “limitless creativity of many Indonesians who have found ways in finding smart and brilliant solutions to everyday problems” and the #PastiAdaJalan (there is always a way) spirit reiterated by the Gojek’s new logo named Solv.

“This is exactly how Gojek evolves from a ride-hailing call centre into a tech ecosystem that offers smart and brilliant solutions through more than twenty services. From transport, payment, food to logistics, entertainment and lifestyle, every service you see on our app today is a response to a specific customer need,” said a spokesperson. The services fall under Gojek Indonesia’s current three integrated “super apps” targeted at customers, driver partners and merchants respectively.

To date, the videos has garnered more than 12 million views. The videos, each featuring a service in Gojek Indonesia’s ecosystem, have been launched within the its app and across social media platforms. Developed in-house, the videos are still being rolled out. Here are some, which have been posted on its Facebook page so far.






As part of the campaign, Gojek Indonesia has also launched the “Cerdikiawan Awards” from 31 July to 18 August, inviting the public to share their own version of being a cerdikiawan. According to the micro-site, participants have to upload a picture of their smart innovation using the cerdikiawan Instagram filter from @gojekindonesia. Prizes include a Samsung Galaxy handset and GoPay credits.

Since the ride-hailing company rebranded last month, Gojek Indonesia has been aggressive on the marketing front, striking partnerships from Pocari Sweat Run and collaboration with electric motor firm Astra to a publicity stunt with Indonesian rapper Rich Brian. On the developments with Brian, the company said it still “maintains communication” and will share more when it is ready.

The core principle behind Gojek Indonesia’s solutions and the partnerships is to address pain points and provide better value through an enhanced customer experience, said the spokesperson. “This is how we build out adjacent services on the platform, with every service and partnership being important, deliberate, and in response to a specific customer need,” she added.

Last week, hundreds of drivers staged a protest in front of Gojek’s headquarters, demanding a return of the old incentive system. In a statement to Marketing Interactive, a spokesperson said the changes implemented recently on 29 July are made to the levels of payout in the drivers’ point system, impacting some drivers operating in Greater Jakarta area. However, the company has engaged and communicated to drivers regarding incentive changes in advance.