Gojek unveils SEA brand campaign to mark milestone for brand unification

Southeast Asia ride-hailing app Gojek, has unveiled its first international marketing campaign as the brand is set to be introduced in Vietnam and Thailand. The campaign is kick-started with a film titled "The Flow", and is built around the concept that Gojek is able to remove everyday frictions from people’s lives. The campaign marks Gojek's milestone of unifying its brands across Singapore, Indonesia, Vietnam, and Thailand. This come after Gojek operated under the brands of GoViet in Vietnam and GET in Thailand for over a year.

Done in collaboration with creative agency Forsman & Bodenfors Singapore, the one-minute film featured stunt drivers wearing Gojek uniforms performing a coordinated stunt, and also showcased Gojek's ride-hailing and food delivery services. According to a press release, the film involved 25 cars, 15 motorbikes and stunt drivers, looping a giant motordrome 75 times. The massive car motordrome measured 25 meters across and the whole set took a full 10 days to build, with the crew working non-stop for five days.

The film has launched in Vietnam with the brand film showing on TV, as well as on Gojek’s YouTube channel and owned platforms. It will be accompanied by PR, digital and social efforts alongside out-of-home placements in Hanoi and Ho Chi Minh city. The campaign will launch in Singapore and Thailand in the coming weeks, Gojek said.

Jasper Distel, SVP and group head of international marketing at Gojek, said: “As the Gojek brand expands into new markets, we wanted to create a unique campaign that would shape the narrative of what we stand for and will stand the test of time." Distel added that the film is dedicated to its customers, driver-partners, merchants and partners and affirms its commitment to create products and services enabled by technology to reduce everyday friction and obstacles in people’s daily lives.

“Given the challenges posed by the pandemic, we were particularly proud that our team, as well as our agency partners, were able to pull out all the stops to make this happen - the planning and execution of this ‘flowed’ much more smoothly than we had dared to hope," he said.

Susanna Fagring, Forsman & Bodenfors Singapore CEO, said the whole set for the film took ten days to build. She added: “It has been a great privilege working with Gojek and we appreciate their visionary attitude to creativity. Not all companies have the courage to do something so bold to bring to life their brand story and purpose."

According to a press release, Gojek currently has over two million registered driver-partners and 500,000 merchants in over 200 cities across five Southeast Asian countries. Earlier in June, Gojek cut its headcount by 9%, resulting in 430 employees being laid off. The company also said it will be shutting down “non-core verticals” such as GoLife, which offers home massages and cleaning services, and physical food business GoFood Festivals.

In a statement to Marketing, the company said that these businesses are dependent on close human interaction, and have seen a significant downturn over the past few months as the COVID-19 pandemic has affected consumer habits. A spokesperson also added that the businesses being closed are Indonesia-only businesses, and job losses are primarily at an HQ level. 

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