Mid August saw Rideshare platform Ola launch a television led, integrated campaign activating and amplifying its new official sponsorship of the Australian national rugby team.
The multi-channel activation, developed in harness with agency Advertising Advantage, Sydney, leverages its rights as an official rideshare partner of Rugby Australia and launched to coincide with the climax of The Rugby Championship and ahead of the autumn’s Rugby World Cup in Japan.
The initiative is led by a pair of TV spots featuring Wallabies stars Nick Phipps, Folau Fainga’a and Bernard Foley highlighting the seamless experience of riding with Ola and generating interest and excitement in the lead-up to Japan 2019 September.
The films showcase the variety of offers and extra value consumers and rugby fans can enjoy with Ola and position Ola as ‘the value rideshare option’.
To celebrate the Wallabies partnership, Ola has launched an offer for new customers who download the app a $10 discount off their first two rides through a promo code mechanic: WALLABY.
The narrative arc sees the Wallabies players waiting for an Ola ride – just like every other customers – and blend their ball skills with a cheeky tone to present reasons why Ola is their preferred rideshare choice.
The spots launched in mid August across free to air and subscription television screens and the brand’s digital platforms (including YouTube, Facebook and Instagram).
The campaign spans paid social content, direct marketing and digital on-ground ads and are timed to prioritise high-impact engagement during game broadcasts.
The Ola campaign was created for Chief Marketing Officer Andrew Balint, Head of Business Development Anuj Phull, Strategic Partnerships Manager Ulysses Luther, Head of Customer Acquisition David Chase, Consumer Marketing Manager Layla Merza, Content and Engagement Specialist Bethany Gerrie, Customer Marketing Executive Tia Primrose and Digital Designer Byron Graham by an agency team at Advertising Advantage, Sydney that included Group Account Director Tracey Gabriel, Senior Account Manager Eadaoin Reilly, Creative Director Chris Spanos and Executive Producer Braedy Neal.
“We’re thrilled to announce our partnership with the Wallabies and to continue providing convenient, reliable transport to our customers, helping fans get to venues and home again safely, as they enjoy getting involved in this major upcoming international sporting event,” said Ola Australia and New Zealand chief marketing officer Andrew Balint.
Tracey Gabriel, group account director at Advertising Advantage, added: “This is a magic partnership. The Wallabies are our favourite team and Ola want to be the nation’s favourite rideshare – two highly competitive brands working together with a burning desire to be the best. The spots showcase the value of the Ola offering with fun executions that capitalise on the love that rugby fans have for their national team.”
Comment:
This initiative from the Wallabies’ first official rideshare partner also aims to demonstrate how the team is embracing innovation and the evolving transport landscape.
This partner activation follows on a month after Asics’ ‘Move As One’ Wallabies Rugby World Cup kit launch campaign rolled out back in May (see case study).
This partnership will also see the sponsor leverage the value of the Wallabies’ brand through Japan 2019 in order to build and reinforce Ola’s own brand equity, as well as seek to drive new customer acquisition and showcase the company’s commitment to providing alternative rideshare platform for both riders and drivers.
Ola claims to be Australia’s fastest growing rideshare platform and operates in Sydney, Melbourne, Brisbane, the Gold Coast, Adelaide, Perth, Canberra and the Sunshine coast, as well as Auckland, Wellington and Christchurch in New Zealand.
Links:
Ola
http://ola.com.au/wallabies-terms-conditions/
https://www.instagram.com/ola_australia/
https://twitter.com/ola_australia
https://www.facebook.com/ola.australia
Advertising Advantage, Sydney
Rugby Australia
https://twitter.com/rugbycomau
https://www.facebook.com/rugbycomau
https://www.instagram.com/rugbycomau/
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