Ridesharing platform Ola has launched a major new integrated campaign produced by creative and brand experience agency CRAVE, with iconic local fashion label Zambesi, as part of its partnership with New Zealand Fashion Week (NZFW).
The OLAxZAMBESI campaign will roll out across TV, Facebook, YouTube, out of home, radio and in app, representing the largest integrated campaign the rideshare company has undertaken in New Zealand since its launch nine months ago.
A 30 second TVC goes live across Kiwi screens today. The spot reveals Ola rideshare cars ‘dressed’ in a bespoke Zambesi and Ola logo tile print, and a fashion-forward passenger being picked up in one of the OLAxZAMBESI Toyota Prius Prime rides. Elisabeth Findlay, founder and designer of Zambesi even makes a cameo appearance in the TVC 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 New Zealand Fashion Week. The wider campaign also seeks to drive participation in Ola’s consumer promotion leveraging the New Zealand Fashion Week and Zambesi partnerships, where passengers who score a ride in one of the three OLAxZAMBESI cars will win a share of $50,000 worth of fashionable prizes.
As a part of the partnership with the fashion label, Ola commissioned Zambesi, in its 40th year of business, to co-brand three Ola cars using a modified version of its eponymous print – creating fashionable additions to Ola’s rideshare platform during the week-long event. The bespoke logo print has also been brought to life in uniforms designed by Zambesi designers Elisabeth Findlay and Dayne Johnston especially for Ola drivers, as part of the experiential activation targeting New Zealand Fashion Week delegates and style conscious Kiwis.
Says Brian Dewil, country manager of Ola New Zealand:: “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.”
Says Daniel Hopkirk, managing director, CRAVE: “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.”
Says Elisabeth Findlay, designer and co-founder, Zambesi: “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.”
As well as activations on site at the New Zealand Fashion Week hub in Auckland, Ola will host an exclusive pick up and drop off zone outside the Auckland Town Hall for fashion week attendees.