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  • SUB CATEGORY :
    DIRECT CAMPAIGN FOR RETENTION/LOYALTY
  • COMPANY ENTERING :
    FORSMAN & BODENFORS, SINGAPORE
  • TITLE :
    VACCINATION RIDES
  • BRAND :
    GOJEK
  • ADVERTISER :
    GOJEK
  • AGENCY :
    FORSMAN & BODENFORS, SINGAPORE
  • ART DIRECTOR :
    MOSES WU/GARY LIM/KIM CRAMER
  • COPYWRITER :
    IVAN GUERRA/LENA PAIK
  • ACCOUNT DIRECTOR :
    JADE CHENG
  • STRATEGIC PLANNING DIRECTOR :
    LEO BOVALLER
  • PR AGENCY :
    OGILVY PR, SINGAPORE
  • CAMPAIGN SUMMARY :
    Like most other nations, Singapore rolled out its vaccination efforts in early 2021. But by May, only 27% of the population had gotten a shot. With 81% of Singaporeans relying on public transportation to get to their jabs and fear of contagion in small spaces rampant, travel was a clear barrier to vaccination. The Land Transport Authority reported a 75% drop in ridership since the pandemic started. So as Southeast Asia’s biggest ride hailing company, Gojek decided to help. Instead of spending a budgeted $12 million in communication, we pivoted our investment to taking people to and from their vaccination centers for free. No terms and conditions. Free. From anywhere in the country to any hospital, clinic or community center. The initiative was launched on May 27th and quickly became a topic of conversation in the news, but also in closer circles amongst friends and family. People were quick to share tutorial videos on how to book the rides on social media. And we started to see new downloads of the app like never before - 470% increase to be more specific - helping Gojek become the #1 most downloaded app in the country for the first time since its launch in Singapore. But most importantly, throughout the campaign, Gojek drove over 1 million Singaporeans to their vaccination appointments, helping the country go from a 27% vaccination rate to an 80% vaccination rate within the period of the campaign, becoming the world’s most vaccinated country.
  • THE BRIEF :
    As a ride-hailing company, Gojek had been heavily affected by Covid-19 due to decreased overall ridership. In May 2021, the brand recorded a record low market share in Singapore, and spontaneous brand awareness was also at a record low. Gojek initially approached us to address these two points with a campaign that would generate awareness for the brand and help boost their market share. Up until May, Gojek had focused heavily on promotional activities in a bid to increase ridership, but with few reasons to travel, ridership levels remained low.
  • THE STRATEGY :
    At that time, people were neither encouraged, nor had the interest to be out and moving in society, and it all boiled down to Singaporean’s fear of getting Covid-19 and the government's restrictions on movement. No matter the incentive or emotional string we were to pull through a typical awareness campaign, it would still do very little to help the brand snag a bigger chunk of market share, as no one was riding in the first place. It was said that society would only open up once vaccination rates increased. So, as long as vaccination rates remained low, ridership would too. We realised we had to give people a new reason to ride with Gojek and found our opportunity in moving away from the perceived risk of getting Covid-19 that was associated with being out in society or using public transportation. So, our objective was two-fold - give people a new reason to travel, and assure that people ride with Gojek as the safest way to get to and from wherever they want. And our “new reason to travel” was clear: get vaccinated against Covid-19.
  • THE EXECUTION & CRAFT :
    As Southeast Asia’s biggest ride-hailing company, we decided to encourage more people to get their vaccination, with the best incentive we could offer: to take them to and from their vaccination centers for free. From anywhere in the country, to any hospital, clinic, or community center that administered a COVID-19 vaccine shot. We redirected all marketing and communication efforts in the country to focus on getting people vaccinated by announcing the initiative and encouraging people to share and book their appointments.
  • THE RESULT :
    Throughout the campaign, Gojek drove over 1 million Singaporeans to their vaccination appointments (accounting for 1/5 of the entire population). Gojek supported the country in going from a vaccination rate of 31 % to 80 % within the period of the campaign, and thereby becoming the world’s most vaccinated country. The Gojek app started trending into the top 10 in both Apple and Android app stores. We achieved our primary target by growing market share by 55 %! Spontaneous awareness increased by 36 % Gojek became the #1 downloaded app on both Android and iOS App downloads (iOS and Android) increased by 470 % App usage increased by 98 %, almost doubling the number of people riding with Gojek on a daily basis.