Gojek - Birthday campaign

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The challenge

Gojek wanted to celebrate 3 years running in Vietnam. Polar London was asked to help craft a digital campaign during lockdown.

The big idea

We wanted to create a campaign that everyone would relate to. This is a celebration of the ‘New Us’. Lockdown has made everyone try new things, acquire new skills, and reinvent businesses to stay afloat.

Hero video

Over 5 million views in 1 week

The campaign celebrates the new skills that people have acquired over the lockdown period.

A collection of key visuals

Our solution

Our creative teams crafted a peppy jingle and a collage animation that seemed to be the best way to bring to life the journeys of our 3 key characters; Hanh (a Gojek user), Mama Dung (a fried chicken stall owner) and Nghia (a Gojek driver) through lockdown.

Social content

Deliverables

  • Campaign concept
  • Hero Video & Key Visuals
  • Social assets for owned channels
  • Display ads
  • Youtube contextual banners
  • Co-branded Partner network assets

The results

Polar found a unique way to resonate with how the country was feeling, we delivered a hyper contextual suite of ads and utilised KOLs to help spread the word. We executed a bespoke illustrated art direction and animation treatment to capture the audience imagination and attention

  • 5 million views in 1 week
  • 15 million total views
  • 16,000 unique mentions
  • 697,138 likes
  • Share of voice up 43%
  • Gojek hits an all time high of 201 million impressions