GoJek aims to be the number 1 ride-hailing service choice for customers in Singapore. To achieve this, a fundamental element needs to be communicated to gain trust - reliability. In a series of 9s slots across GoJek’s social media channels aimed at 18-35 y.os, we needed to convey reliability in an authentic and human way - so we recreated true stories from real customers, of drivers going the extra mile to look after their passengers. Each story was relatable, warm, and easy to digest. We needed to grab attention from audiences quickly - so we thought about authenticity and poured love into a handmade Singaporean set. The set was very small, which added to the delight of local viewers. The huge “real” objects add quirkiness and showcased the scale and crafty nature of this piece. The 2D characters were based on Singaporeans with real VOs, to add to local delight.

We open on a street - it mirrors beautiful Singaporean conservation homes… but something is different. There is a gigantic stick of glue… and a huge crafting mat… wait, this is a tiny, handmade street using crafting materials. Adorable! While the set design is real, the character we see is 2D - a mother and child outside a vintage store. The child is falling asleep, but she is anxious a taxi will wake him. She uses her phone to message the driver through an app. A text bubble pops up. She says: “I have a sleepy kid”. The GoCar pulls up. Our driver carefully climbs out to open the door for her. He waits patiently while she fastens her child in the back - in a car seat the driver has prepared. They softly close the doors and whisper “Thank you”, “You’re welcome” before they drive slowly away.

Based on the client's monthly Brand Health Tracking, the GoCar campaign increased Total Spontaneous Awareness by 3.3p.p, Consideration by 3p.p, and Conversion Rate by 2.2p.p.

Brand Imagery also experienced positive impact, with a 2 point increase on perceived Reliability and 1 point increase for perceived Affordability.

The videos were boosted on TikTok and achieved over 2.3m views collectively. On Instagram, the videos also received 2x the engagement rate as the average branded video content.