Ola, one of the world’s largest ridesharing platforms, has launched a new TVC for Australia and New Zealand via Advertising Advantage (AdAd) in Sydney.
The 30 second spot, ‘Which Ride Is Better’, is set to highlight the evolution of Ola since first entering the trans-Tasman market over a year ago.
The TVC 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 ‘Which Ride is Better’ campaign will be rolled out nationally in Australian and New Zealand. The media buy, also handled by AdAd, includes national subscription TV placement along with specific free-to-air metropolitan markets in Australia and New Zealand, as well as digital placements of 15 and 6 second cut downs on YouTube, Facebook and Instagram. Paid activity will be scaled and optimised to ensure brand building.
Says Andrew Balint, chief marketing officer, Ola ANZ: “Ola is providing a credible and better value rideshare service to riders in Australia and New Zealand, 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.
“Launching this TVC is an exciting step forward for our brand and we’re confident that Ola’s brand proposition is driving us and the local rideshare industry in the right direction.”
AdAd 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.
Says Chris Spanos, creative director, Advertising Advantage: “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.”
The TVC comes off the back of a number of new partnerships with sporting properties across the Tasman, with Ola inking new deals with the New Zealand Warriors NRL club and the West Coast Eagles AFL club in Perth.
Customer experience lies at the heart of Ola’s service with state-of-the-art safety features. This includes an in-app emergency button which enables customers to instantly share important ride information, such as real-time ride tracking, location coordinates and vehicle and driver information with friends, family and emergency services.
Ola also has a unique focus on drivers, including low commission rates that allows them to take home more per ride. Riders value a rideshare platform that offers a convenient and affordable service with a company that helps drivers to earn more.
Founded in 2011, Ola enables smart transportation to over 125 million users in Australia, New Zealand, the UK and India. Ola serves as many as a billion rides annually through its platform.
Andrew Balint, Chief Marketing Officer ANZ
Layla Merza, Consumer Marketing Manager
AdAd – Advertising Advantage
Group Account Director – Tracey Gabriel
Creative Director – Chris Spanos
Executive Producer – Braedy Neal
Director – TVC – Mark Leonard
Gallantway – Digital Optimisation
Matt Malcolm, Founder and Managing Director
Max Matthews, Growth and Performance Manager