AUCKLAND, Today: Ponsonby creative/brand experience agency Crave has launched a new integrated campaign for global ridesharing platform Ola’s partnership with Kiwi fashion label Zambesi, for New Zealand Fashion Week.
The Ola x Zambesi campaign will roll out across TV, Facebook, YouTube, out of home, radio and in-app, representing the largest integrated campaign the company has undertaken in New Zealand since its launch nine months ago.
A 30-second tvc, produced by Crave, goes live across Kiwi screens today.
The spot reveals Ola rideshare cars ‘dressed’ in a bespoke Zambesi and Ola logo tile print, and features a cameo appearance by Zambesi founder-designer Elisabeth Findlay herself.
The brand-building tvc will roll out nationally across free-to-air TV and on digital platforms, promoting Ola as the official rideshare of NZ Fashion Week.
The wider campaign also seeks to drive participation in Ola’s consumer promotion leveraging the Fashion Week and Zambesi partnerships, where passengers can win a share of $50,000 worth of “fashionable” prizes.
“Aligning with Zambesi gives Ola a legitimate platform for bringing a fashionable edge to their communications across NZ.”
As a part of the partnership with the fashion label, Ola and Zambesi, three Ola cars have been dressed in a modified version of its eponymous print for the week-long event.
Ola NZ manager Brian Dewil said: “Joining forces with a pioneering, local brand at New Zealand Fashion Week, is not only a way for Ola to connect with new audiences in a memorable and meaningful way, but showcases the brand as the best rideshare option for events.”
Crave MD Daniel Hopkirk said: “We wanted to create a campaign that would enable Ola to truly integrate into the fashion landscape of New Zealand, and bring that to life by offering Ola’s rapidly growing user base a tangible way to interact with the partnerships.
“Aligning with iconic NZ fashion brand Zambesi has given Ola a legitimate platform for bringing a fashionable edge to their communications across New Zealand.”
Elisabeth Findlay said: “The tile graphic was designed in-house by graphic designer Sophie Findlay and has become an iconic design applied to postcards, wrapping paper, clothing and fabric.
We felt that the tile print was the perfect way to integrate the two brands, creating a stylish synergy.”
CREDITS
Client: Ola
ANZ Chief Marketing Officer: Andrew Balint
NZ Marketing Manager: Louis Esther
Head of Customer Acquisition: David Chase
Digital Designer: Byron Graham
Content and Engagement Specialist: Bethany Gerrie
Agency: Crave
Managing Director: Daniel Hopkirk
Creative Director: Hadleigh Averill
Copywriter: Bob Moore
Director: Cisco Corea
Photography: Fraser Clements
Outdoor Media: Wavemaker
Managing Partner: Grant Anderson
Account Director: Laura Potter
Account Manager: Sargam Seelam
About Ola
Ola is one of the world’s largest ridesharing platforms, operating in Australia, New Zealand, UK and India.. Founded by Bhavish Aggarwal and Ankit Bhati in India in 2011, Ola helps move hundreds of millions of users via its network of over 1.5 million drivers
hosted across 250+ cities, through its rider and driver apps.
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