Media Agency Group has just launched a multi-million-pound campaign for one of the world’s largest ride-hailing apps, Ola.
The Uber rival recently launched in London and the campaign seeks to raise awareness of Ola’s services in the capital.
The service’s safety and market-leading features and partnerships will be central to the campaign. Most rideshare companies have policies regarding customer safety and compensation. For instance, in America (and many developed nations), customers can avail compensation if involved in an accident with a rideshare company. Of course, the compensation value would depend on each individual’s case when the accident occurs. Ola, like its rival rideshare companies, has safety features that can attract customers.
Ola in the UK
Ola launched into the UK market in 2018. It has worked with Media Agency Group to build its brand in Bristol, Exeter, Liverpool, Bath, Reading and Cardiff. It said it has received an overwhelming response providing about three million rides.
“A teaser campaign has already launched across London. The full campaign, featuring the strapline ‘Change is Coming’, is set to hit commuters, shoppers, tourists and lifestyle audiences this week.”
The campaign uses a strategic deployment of media. Digital-out-of-home will adapt the content and messaging to target the specific audiences as they vary throughout the day.
“London is one of the world’s biggest markets for ride-hailing services. This is a great move for Ola”, John Kehoe, CEO of Media Agency Group said.
“It’s already hit the No1 download spot on the app store and signed up over 20,000 drivers to its app. We are certain their brand will catapult over the coming weeks as the campaign builds momentum across the capital.”
“This campaign incorporates a mix of media including press, digital, radio, TV, out-of-home and Podcasts. This will be influential in building market share in London and the surrounding areas and on the back of the successful work already delivered in other areas of the UK”.
Ola was founded in India in 2010. It is operational in more than 250 cities and does over a billion trips a year.
Its platform offers a range of security features, such as a 24/7 helpline for drivers and customers and an in-app emergency button.
Arun Srinivas, COO, Ola said: “The Media Agency Group has played an important role in the progress Ola has made in the UK.
“We look forward to building on our success by offering a differentiated service to Londoners, focused on quality, safety and reliability.”