SYDNEY, Monday: Ola, one of the world’s largest ridesharing platforms – and a fast-rising competitor to Uber – has launched a new 30sec tvc in New Zealand (where it’s currently on-air) and Australia.
The spot, Which Ride Is Better, aims to highlight the evolution of Ola since first entering the trans-Tasman market over a year ago.
Produced by Advertising Advantage (AdAd) in Sydney, the ad uses a classic comparison execution to showcase how riders and drivers receive everything Ola’s main competitor provides, and more. The campaign aims to underline Ola’s positioning as the preferred rideshare alternative for users across ANZ.
The media buy, also handled by AdAd, includes national subscription TV placement along with specific free-to-air metropolitan markets in New Zealand and Australia, as well as digital placements of 15 and 6-second cutdowns on YouTube, Facebook and Instagram.
“Ola provides a better value rideshare service to riders in NZ, who until recently, had limited options to choose from.”
Paid activity will be scaled and optimised to ensure ongoing brand building.
Sydney-based Ola ANZ chief marketing officer Andrew Balint said: “Ola is providing a credible and better value rideshare service to riders in New Zealand and Australia, who until recently, had limited options to choose from.
“We wanted to highlight the brand as a rideshare option which isn’t just as good as our competitors, it’s better.”
AdAd CD Chris Spanos said: “We developed a ‘sonic logo’ or audio brand mnemonic for Ola that provides cut through, memorability and brand personality that will transfer across multiple marketing channels and touchpoints, long-term. The tvc seeks to call out Ola’s key points of difference in an impactful way, supported by a simple but clear comparison, allowing the message to be the hero.
“Brand Recall is key to driving usage of Ola at time of need. Ola have such a great proposition and it was critical for this project to develop and produce a concept that focussed on removing barriers for consumers to try the Ola service with a comparative, rational and value driven approach.”
CREDITS
Client: Ola
Chief Marketing Officer ANZ: Andrew Balint,
Consumer Marketing Manager: Layla Merza
Agency: AdAd (Advertising Advantage) Sydney
Group Account Director: Tracey Gabriel
Creative Director: Chris Spanos
Executive Producer: Braedy Neal
Director – TVC: Mark Leonard
Digital Optimisation: Gallantway
Founder and Managing Director: Matt Malcolm
Growth and Performance Manager: Max Matthews
About Ola
Ola is one of the world’s largest ridesharing platforms, operating in Australia, New Zealand, the United Kingdom and India. Ola is New Zealand’s major centre – Auckland, Wellington and Christchurch. In Australia, Ola is available to riders in Sydney, Melbourne, Brisbane, the Gold Coast, Adelaide, Canberra and Perth, creating a seamless transportation experience across the Tasman. Founded by Bhavish Aggarwal and Ankit Bhati in India in 2011, Ola helps move 150 million users via its network of over 1 million drivers hosted across 125+ cities, through its rider and driver apps. Ola is in a period of growth and expansion across ANZ and with a unique focus on drivers, is providing a new option to increase earnings in these markets.
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