The Art of Getting Attention

Any business knows that marketing expenditures are hard to justify. The most cost-effective marketing is an idea that can be spread by word-of-mouth. The benefit of this type of campaign, often called guerrilla marketing, is that when done right, it can engage Facebook friends, Instagram followers, local press, and national media, yet the best ideas for a guerrilla marketing campaign are not expensive. Staging the campaign at the right time, in the right place, can also up your visibility.

In a bid to stand out amongst the traffic congestion crowd, Go-Jek put up a billboard to highlight its message that it was faster to get around the city via a Go-Jek motorbike.

In a conversation with Marketing, Piotr Jakubowski, CMO of Go Jek said that one of the objectives of the campaign was to get consumers to understand the benefits of Go-Jek’s services in a contextual manner. It is geared at commuters taking four-wheeled transport instead of two-wheeled Go-Jek bikes, stuck in cars around congested intersections. The campaign also looks to tackle the problem of the ubiquity of cars on the road which cause congestion.

The billboards contain long-form copy which could only be read if a person is stuck in traffic for longer than a few minutes. Each of the stories are also crafted to individual locations where traffic is dire, and includes a call to action that highlights “if you’re still reading this, next time just Go-Jek it”

-Aditya Susilo