The ride-hailing service ecosystem in Vietnam is dominated by Grab and Be, with many players driving in and out of the market. GoJek wanted to rearrange the category order and become the last one in the ’triad’ of Super Apps in this category with it’s 1st time ever launch of GoCar service. GoJek expected not only the GoCar launch to be a success but also for the GoJek brand to be uniquely appealing, especially to GenZ and the young population. 

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Challenging giants

GoCar Protect by Gojek - Challenging giants

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Disruption for massive growth

Campaign Ideation

Creative & Content

Communications

Social Media

Brand Launch

Content Production

With astonishing results when market share of GoJek keeps increasing monthly, reaching 20% after 5 months in HCMC and 3 months in Hanoi. The brand had a 20% growth in the first 2 months of 2022. The brand also got the 1st place in social buzz (around 60% share) by Jan '22 among 3 key competitors, making GoCar buzz marketing this time went wide.

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Top choice - established

#203D0F

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A disruptive concept yet capitalized on the social context of Vietnam in COVID-19's recovery phase - X3 protect; A brand ambassador that stand for the challenger spirit - Son Tung MTP; and a world-class quality production, powered by technology - 80% CGI were delivered across channels to truly drive GoCar and GoJek stand out. The GoCar content marketing and social outreach successfully adopted the innovative AR technology to disrupt the community.

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Disrupt. Disrupt. and Disrupt.

Launching a new car-hailing service in a market dominated by incumbents is already a challenge, now couple that with the Covid aftermath - it was a onerous mission.

Purpose rose above all odds to create a disruptive integrated campaign that not only leveraged the existing local context at the time but also delivered innovative, technology fuelled creative approaches that won the heart of communities and consumers alike helping GoCar stand out in the market and exceed target KPIs of both market share and brand awareness.

**Phi Khánh Lê – Marketing Director of Gojek Vietnam**

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Disruption for massive growth

Challenging giants

Disrupt. Disrupt. and Disrupt.

Top choice - established

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