Gojek ::

Gojek is an Indonesian super-app and the country’s first decacorn. It’s huge there.

But not so much in Singapore, where the brand landed in 2018 offering only ride-hailing services.

The competitive landscape was intense, with home-grown super-app Grab and local taxi group Comfort DelGro holding over 50% of market share.

Add in a few other smaller players - TADA, Zig, Ryde - and it’s easy to see how things were not going to be easy for Gojek in the little red dot.

At the end of 2020, we stepped up to help. Our goal was to build brand love by proving to Singaporeans we understood them, their culture and country, and were here for all their ride hailing needs.

In the following 3 years, we did a variety of work that brought this mindset to life and helped the brand turn around its business and secure the #2 spot in the ride-hailing game for good.

Here’s some of it.

Vaccination Rides ::

Clio Health Bronze
Adfest Bronze
Spikes Bronze

After a tough 2020, with Gojek trying to play catch up in the midst of a global pandemic, an opportunity appeared at the beginning of 2021. Vaccination was the light at the end of the tunnel, for Singaporeans and for the brand.

But by May 2021, 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 rampant, travel was a clear barrier to vaccination.

So we convinced Gojek to offer the one incentive they could to encourage more people to get their shots: taking them for free to and from their vaccination centers.

Spectacular 925 ::

By October 2021, Singapore was well vaccinated and ready to return to normal life. But being a cautious society meant people were still reluctant to be out and about without a clear reason. So, to boost ridership, we gave them a couple, including taking your kids to watch pandas mating.

For Students, By Students ::

One group that couldn’t wait to get out (and riding) was the students who’d lost 2 years of shared moments with friends thanks to the pandemic.

Digging deeper, we discovered that 68% of our users were in fact 15-30 years old. Unfortunately, they aren’t a very loyal crowd: less than 10% of them use only Gojek.

So we did a little campaign to change that.

Drivers’ Spooky Stories ::

Spikes Bronze
Adfest Bronze
Caples Silver

It was Halloween, 2022. A holiday Singaporeans love. Especially given their obsession with ghost and horror stories.

Luckily, we knew just where to find them: often driving late into the night, Gojek drivers have seen things they can’t unsee and experienced things they can’t forget. Scary? Well, that’s just what people were looking for on Halloween.

So we asked our driver community to submit their scariest encounters and experiences behind the wheel, selected 12 of the best ones, helped them edit and proofread them, and invited the drivers in to record these stories, creating the first podcast serial of a completely new horror sub-genre: ride-hailing horror.

From indelible encounters (i.e.: distorted figures in the night) to mind-bending happenings (i.e.: a dead-end road... that has no end) and unexplainable sightings (i.e.: ghost passengers), the Drivers’ Spooky Stories podcast had something for every taste. No matter how questionable.

Listen to the podcast, on Spotify, here.

Side Trip ::

Effie APAC Silver & Bronze
Effie Singapore Silver & Bronze
WARC Silver

After 3 years slowly climbing up the ladder, Gojek had finally secured enough market share to reach #2 in the ride-hailing game.

But, we were still not number one. However, instead of vying for that top of the podium against a competitor that far outspent us and was a homegrown, beloved brand, we carved out a unique space for ourselves: that of reliable and approachable second choice.

In a segment where people often compare between apps, our tongue-in-cheek film harnessed the power of entertainment to bravely challenge the bland segment and traditional competition, championing our drivers, cars and benefits to secure the position of Singapore's "other ride", their “side trip”, the one they ping late at night when their main boo (a.k.a. Grab) bails on them.

And what better way to do that than with the help of the sassiest, most unapologetic anthem of the early 2000s: Pussycat Doll’s “Don’t Cha”.

With ::
Lena Paik
Moses Wu
Gary Lim
Kim Cramer
Firrdaus Yusoff
Farhan Darma
Ken Wong
Gustavo Figueiredo