Ride-sharing service Ola has released a new TVC urging consumers to compare platforms and ask ‘Which ride is better?’
The ad seeks to highlight that Ola’s passengers and drivers get more from its service, including cheaper fares for consumers, and a higher portion of the fare for drivers.
Ola launched in February 2018, and hopes to maintain its positioning as the preferred ride-share alternative in ANZ through the campaign.
The campaign was created by Advertising Advantage, and also features the use of an audio mnemonic of the brand name to create brand personality.
Andrew Balint, Ola ANZ chief marketing officer, said in a statement: “Ola is providing a credible and better value ride-share 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 ride-share 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 ride-share industry in the right direction.”
Chris Spanos, Advertising Advantage creative director, said: “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 campaign will air on subscription and free-to-air TV, across Australia and New Zealand. It will also appear on social media and YouTube.
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
This article originally appeared in Mumbrella