Ride-sharing platform, Ola has revealed its first work for Australia and New Zealand, following a restructure to its marketing team and agency relationships.
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, while also taking aim at rival platform Uber.
Produced by Advertising Advantage (AdAd) in Sydney, the TVC uses a comparison execution to highlight how riders and drivers receive everything Uber provides.
The campaign will be rolled out nationally across Australia and NZ, with the media buying also handled by AdAd, appearing across TV and digital. Paid activity will be scaled and optimised to ensure ongoing brand building.
AdAd developed a ‘sonic logo’ or audio brand mnemonic for Ola that will transfer across multiple marketing channels and touchpoints, long-term.
This is the first campaign to appear in ANZ following the appointment of Andrew Balint as CMO earlier this year. Balint replaced former marketing director Natasha Daly.
“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," Balint says.
"We wanted to highlight the brand as a rideshare option which isn’t just as good as our competitors, it’s better.”
The TVC comes off the back of a number of new partnerships with sports teams across ANZ, with Ola inking new deals with the New Zealand Warriors NRL club and the West Coast Eagles AFL club in Perth.
“Brand Recall is key to driving usage of Ola at time of need. Ola has 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," AdAd creative director Chris Spanos says.
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