Digital Strategy

OLA
 The Ask
Improve Brand Perception and build brand love on digital
 Key Tasks

Create brand relevance in the

consumer’s life

Create brand differentiation in the

category

Build a positive association to counter

neutral or negative perception of the
brand
 How?
Find a unique space to occupy in the
category and the consumer’s mind
 Consumer Opportunity

Space on your mind

White space in category
Overview of category communication
Category attributes everyone is talking about Category attributes no one is talking about

Destination
Value Vehicles (already being spoken of by Ola)
Convenience Journey
Safety
Trust
Drivers
Mobility
Destination

These become our category This becomes the white space

codes to follow
we want to occupy
 So Journeys then become our larger lens
and we use that lens to understand our category consumer
Our Category Consumer
Any person with a smartphone and a
need to travel from point A to Point B in
their city/town
We asked category consumers what they thought about
journeys aka their cab rides (aka commutes for many)
“How do you feel about cab rides and commutes?”

Have no
Uncomfortable option but to Meh
Nothing
do travel by
cab

It’s okay I hate Boring

Expensive
commutes

They don’t
I don’t feel I just want to Just use it to make a
Daily thing,
anything get over with go from difference in
nothing
about cab- them point A to special my life
rides Point B
Were they actually that bad?
 So we asked them about a positive memory they had during their cab journeys

“I remember my cab ride back home after my first date with my wife”
“I once finished an entire pitch presentation in an Ola while going to the meeting”
“Me and my best friend commute by Ola every day and we talk our hearts out before reaching work”
“I love Ola rides late in the night after work, when the roads are empty and I’m by myself in my thoughts”
“Add an anecdote about Ola/Uber pool”
.
.
.
.
.
These were positive moments that people had with cab rides (and many of them with Ola)
But they never associated these moments with their journeys, commutes or Ola rides
Though they had positive experiences, negative is
what they remember actively
How do we change this perception and hence Ola’s perception as well?
 Dissonance
We over index on positive to reduce the negative
We present a contradictory truth to their existing perception of cab rides that creates a dissonance in
their minds.
 Consumer Truth
Our passengers have an indifference towards cab ride journeys
because they think nothing interesting ever happens in a cabs
But what is ordinary but the extraordinary persevering in our drudgery?

These moments that we have in the cab are anything but ordinary. They
are magic and more. We just don’t see them sitting right next to us.
 Our opportunity

Ola wants to help you peek behind the seemingly blah and see the special, interesting, insightful, mind-
blowing, peaceful, beautiful moments that are often hidden behind the ordinary and at times annoying
cab rides you take

We want you to come on a ride with us to see that it’s never been boring and mundane, it never will. It
never can because...
NOTHING ORDINARY EVER HAPPENS IN AN OLA
How do we bring this alive on digital?
On digital, we want
to be perceived as a publisher in the world of mobility and specifically cab rides.
Instead of pushing brand first comms, we talk about the things that matter to our audience

So, we think human

We don’t just shout out offers and features on social, we lend our unique POV on commutes, journeys
and mobility. Instead of talking to the old familiar tropes of easy payments, convenience, ‘the
destination’, we bring a sense of humour and lightness into conversations about cabrides, pleasantly
interrupting our audiences’ feed with extraordinary, slice-of-life, human content like they’ve never seen
before
And, what does being a human mean?

Person not entity

Context & Content
Audience First
Platform Defined
PERSON, NOT ENTITY
We aren’t an entity, we are a member of the tribe.One that is the biggest enabler of our audience’s
values and beliefs.

What we want to do as Ola, is hold a mirror up to India, understand them and represent their very real
experiences with commutes, journeys and cabrides

We talk in ‘me’, not ‘we’. We aren’t informing, we’re engaging. We have likes and dislikes.
We have a clear, distinct personality.
CONTEXT & CONTENT
On social context is what makes you click, content is what makes you stick. There are 3 devices you can
use to set yourself up for success even before your audience tunes into your content
 AUDIENCE FIRST
Brands need to be native to someone’s social experience. Let’s understand audience behaviour
HELP ME DISCOVER
We’re culture vultures on social.
We want to discover moments, we
want to discover content. The
audience is looking for fresh
experiences. Instagram AR filters
are the proof.
ENGAGE ME
Social is as much about publisher
interaction as it is about peer to
peer.
The audience isn’t transient with
their interactions anymore. They
are willing to invest their time.
REPRESENT ME
The audience is looking for
content to represent their cultural
values and moments. It’s not so
much about the brand or content,
but really the brand finding
moments to help them
gain social cred.
Pillars we build Ola’s content on
We determine how we shift & activate our content pillars based on ongoing listening &
insight input to ensure that our content is as meaningful as possible for our audience
and within various culture.
FILTER CONTENT
LISTENING

Consumer

Our Market-specific proposition

Interests/Passions Trust

Category Occasion
Joy

Safety
Competition/Category

Togetherness
Brand Mentions
Our Tone of Voice

Friendly, Down
to earth, Lover of
travel and
journeys,
informal, jovial
and fun
Platform POV

Instagram Facebook YouTube Twitter

A strong visual Able to reach Video distribution
platform that Real-time
Platform Role existing and new and grouped
helps build a conversations
customers playlists
brand narrative
Trending formats Longer-length Random thoughts,
Optimised video musings, insights
Formats such as Reels, videos (Driver
content and learnings
Stories and IGTV stories)

1-4 a week across No specific

Cadence 1-2 a week in-feed Ad/hoc
feeds and stories cadence
 Our content approach across regions

Similarities Differences
Focus on journeys Occasions
Brand’s tone of voice Weightage of pillars
Key visual elements Moment marketing
Creative execution formats
Ola India!

Joy
Depicting slice-of-life moments
of joy that passengers
experience during their journey.
MARKET NUANCES
Joy for India is the joy of getting more than
what was expected.
Joy is a surprise.
India
Content Pillars
Trust
Showcasing how people experience moments
of trust with their co-passengers (strangers
friends, family etc.) and how Ola implicitly
builds trust during this journey (before and
after too).
MARKET NUANCES
Trust is knowing you won’t be swindled. Trust
is knowing that you don't have to look over
your shoulder when you’re with Ola. Trust is
that Ola won’t give a bad experience
Safety
Communicating how Ola understands and
thinks of safety the same way its passengers do,
and implicitly talking about direct and indirect
measures that Ola takes to ensure that safety is
delivered to passengers during journeys.
MARKET NUANCES
Safety is linked to the cab experience and the
journey. The driver and the cab are the
brand’s reps in this experience and should
become the key elements in the storytelling
Togetherness
Capturing inconspicuous moments
of togetherness (friendship,
intimacy, belonging) that passengers
experience during their journey with
Ola.
MARKET NUANCES
Togetherness in India is about travelling
together in groups (friends & family) and making
a personal experience out of it (through
conversations, food, music).
 Content pillar weightages for Q1 in India

Joy
Trust Safety Togetherness
Manifesto
Yaad hai, jab jaldbaazi mein
hadbada ke..baithte the
Bina bye bole kahin door nikatle the
aur call pe maafi maangte the
Vo der raat,
Airport se ghar aana…
Aur papa ka surprise wala
birthday manana
Vo school bus choot jaana..
Seat pe baith ke safety pin
uss fancy dress waali frock
pe lagaana..
Aree meetings ho jaati thi ek
ghante ke safar mein..
Koi pyaar ki lambi khamoshi
bathta tha… uss choti dagar
mein..
Vo thandak azaadi ki.. jo
pehli baar hostel nikalte
waqt kaleje mein lagi thi..

Vo prime time ki gossip aur

hassi… baithe bithaaye
raaste mein kahin mili thi.
Pechle saal vo yaadein bann
nahi payi..
Par pata hai, Vo yaadein…
phir se bunne lagi hai....

Har safar mein..

Dosti khilne lagi hai.
Birthday bumps dubaara
milne lagi hai
Long drives pe pyaar ki gaadi
phir se chalne lagi hai..
Aap kya dekh rahe hai?

Hum saari trips kar ke,

Aapke liye khade hai..

Toh Chaliye…Iss safar mein,

Apni yaadein phir se
banaane.

Ola kehta hai,

Toh Chalein?
(Shall We?)
 INDIA

Content Approach

Spike Campaigns Daily delight

and Activations
 Rearview Stories

Context
People in OLA journeys often experience some small life moments
that are universal and relatable.

Idea Overview
A series of comic strips, which start through the perspective of a
rear view mirror, in which we see real instances and small, relatable
moments experienced by people in OLAs.

More instances
- In an OLA Cab, a passenger shuts off the rest of the
world, by closing the windows and listening to the music
on Ola Play
- Two best friends play a card game during a long
Outstation ride. Their friendship is tested when a
speedbump scatters their cards a little bit.

Platforms

Caption: Through the looking glass of an Ola there’s a world

full of journeys and beautiful stories.
#RearViewStories#OlaIndia #OlaCabs #OlaOutstation
#TohChalein
 Rearview Stories Extension- TTT Collaboration

Context
The backseat of an Ola is no ordinary place. There are a lot of
stories that have taken place here and a lot of intangible treasures
discovered.

Idea Overview

We highlight these tales in collaboration with TTT in a short video

or post format.

Platforms

Caption: Kindly put your seatbelts on. Bumpy roads will lead to the destination of
‘love’ @OlaCabs #OlaIndia #OlaCabs #RearViewStories #OlaOutstation
#TohChalein
 Backseat Idol

Insight
Music is an essential part of any journey. In a way music makes the
journey complete..
Idea Overview
Much like singing in the shower is a thing, we can leverage the
importance of music in a journey to make singing in the back seat a
phenomenon that we can truly own. What we do is:

● Kick off an activity with influencers like Mithila Palkar,

Zakir Khan etc. called Backseat Idol.
● Influencers post videos of them singing along to a song
that encapsulates their journey experience in the backseat
of an Ola..
● Crosspost it on influencers and brand handles.
● Open the activity up for UGC by asking users to share
their videos of singing along in the back seat too. We can
collaborate with platforms like triller too to blow up the
Caption: Presenting our lean mean karaoke machine. Ola’s challenge.
definitely got talent!
Platforms
#OlaCabs #OlaIndia #OlaCabs #OlaOutstation
#TohChalein
 The Honest Ola Map

Context
From cramming our papers en route to a bumpy ride to the exam
hall to falling asleep against the car window on a breezy day,
universal moments and stories exist in Ola journeys.

Idea Overview
An Ola UI panoramic map that shows you, through pop out speech
bubbles, various different lines and expressions that are said at
various points in a particular OLA journey.

Sample Situations
- Two siblings fight on everything from shotgun to whose
view is better.
- A person takes pictures of everything while in their Ola
journey

Platforms

Caption: We feel you bro, we feel you! #OlaIndia #OlaCabs

#HonestOlaMaps #OlaOutstation #TohChalein
What Drives You? (Collab w/ OKTested)

Insight
The common perception of an OLA journey only includes the
passenger. But what about the driver’s journey? Not many think
about it and all that they have to do sacrifice and do to make Ola
what it is.

Idea Overview
In collaboration with OK tested, we try and show what the day to
day of a Ola driver looks like, from millennials’ lenses. Two
members from the OKTested team (Akshay Nayar & Arushi
Kapoor) take up the task of trying to become an Ola driver for a
day.

Platforms

Caption: Two reasons why this picture is special, one because road trip
to Gokarna feels happier than happy can be and two, because I am old
enough to stick my hand out of the window. @olacabs
#WorldThroughMyWindow #OlaIndia #OlaCabs #OlaOutstation
#TohChalein
World Through My Window
Insight
People often find it difficult to put a finger on a place where they’d
like to visit for a holiday, a weekend or even just stepping out in
their own city.
Idea Overview
We can provide a solution by curating the journeys of our user base
with Ola. This series of posts will show the different places an Ola
goes to- from the metropolis of Mumbai to the broad highways
outside urban India.
● Kickstart the activity with some influencers where they
post pictures of the places they’ve been through their
Ola.
● We curate these photos and ask our users to share their
Ola pictures in the same format.
● The entries we get can be further curated as highlights or
carousels under the title World Through My Window.
Platforms
Story Of A Journey

Context
A lot of successful people we now know have had interesting
journeys to reach where they are today. We interview these people
and talk about their journeys in the backseat of an Ola.

Idea Overview
In collaboration with ScoopWhoop we start a property called
Backseat Interviews where we talk to handpicked people who have
made it in life and have had a journey that rides on trust,
togetherness, joy, security and safety.

● We kick it off with influencers like Faye Dsouza, Naezy,

Vichaar etc.
● Cross Promote the story on Scoopwhoop and the brand
handle.
● Open it up to people and ask them about who they want
to see feature next.

Platforms
 +

Always-On
 Photobooth On The Go

Insight
An autorickshaw makes for an excellent place to shoot selfies. The
3 point lighting, the colorful backdrop and the travel almost call for
photographic content to be created.

Idea Overview
We create a series of Instagram posts with influencers who talk
about their journeys in autos while taking these selfies in Ola
Autos. We eventually open this up for our audiences as well and
urge them to send in their autorickshaw selfies.

We post a carousel of user and influencer submitted photos on

times when people take autos the most- weekend nights and early
mornings on weekdays.

Platforms

Caption: Instagram life hack - Start clicking your selfies in an

autorickshaw. Thank me later. @olacabs #OlaIndia #OlaAutos
#OlaOutstation #TohChalein
Ola Dictionary

Insight
No matter the journey, no matter the language, there are some
universally used terms when people go on Ola journeys, which are
often used to the point of hilarity.

Idea Overview
We create a dictionary of terms and lingos associated with cab rides
and OLA, that are both cheeky and heartfelt

More Words & Phrases.

OTP | Kitna Aur Time Bhaiya | Location | Shortcut | Map | Trip

Platforms
Ola Speaks

Insight
Adding a quirky personality to speech on Twitter has brought about
great engagement for brands in the past, Wendy’s and Netflix being
prime examples.

Idea Overview
Twitter exclusive, we hear Ola’s short and quirky takes on the kind
of fun things, observations and insights that take place during a
journey.

Platforms
Trending posts

Daft Punk Split

Image copy:

We’re up all night if you want to journey.

Caption: Thank you Daft Punk for being the background track to so
many of our journeys. #OlaIndia #OlaCabs #OlaOutstation
#TohChalein

Platforms
Trending posts

Petrol Price hike

Image copy:

A hundred reasons to start cabbing it!

Caption: Keep the petrol price hike stress away. Just Ola it and
forget it.

#OlaIndia #OlaCabs #OlaOutstation #TohChalein

Platforms
 Playlists for every situation

Image copy:

Highway to Hell!

Caption: A playlist to keep you calm when you’re stuck in bumper to

bumper traffic.

#OlaIndia #OlaCabs #SongtForEveryRide #OlaOutstation

#TohChalein

Platforms
 +

Moments
Mother’s Day Out

Insight
For most of the mothers in India, travelling within a city is mostly
functional. Since being a mother is 24*7 job, the only reason they
step out for is to run errands.

Idea Overview
On Mother’s Day, we will provide home makers a full day cab
service. That will take them on a journey to a picnic spot. It could
be a gift from the children to their Mothers.

● Kick start this with key influencers booking cabs for their
mothers a few days before Mother’s Day.
● Mid journey Influencers go Live from our handle with
their Mom’s handle to see how their day is going..
● We open the activity up for people where they can give a
mother’s day gift by registering for a full day cab service.
Platforms
Ola UK!
 Market Context
As with most things, the state of ridesharing has shifted in the UK during the pandemic.

And, while we’re beginning to move out of lockdown, we’ve still got a long way to
go before we’re “back to normal.”
 UK

Content Pillars

Joy Trust Safety Togetherness

Depicting slice-of-life moments of
joy that passengers experience
during their journey.
Showcasing how people experience moments of
trust with their co-passengers (strangers friends,
family etc.) and how Ola implicitly builds trust
during this journey (before and after too).
Communicating how Ola understands and thinks
of safety the same way its passengers do, and
implicitly talking about direct and indirect
measures that Ola takes to ensure that safety is
delivered to passengers during journeys.
Capturing inconspicuous moments of
togetherness (friendship, intimacy,
belonging) that passengers experience
during their journey with Ola.

MARKET NUANCES MARKET NUANCES MARKET NUANCES MARKET NUANCES

As we emerge from this past year of solidarity in
the pandemic, the way we define and find joy has
shifted. Joy comes in the little things that we took
for granted pre-pandemic, the things we missed
over the past year. Little moments of humanity.
In the world of ridesharing, joy will come in arriving
at our long-awaited destination. But, there’s also
an opportunity to inject little moments of humanity
and joy in the journey itself. In our social listening
we
saw that small interactions between passengers
and drivers were appreciated and celebrated. The
human element of the ride can bring about joy.
During COVID, “safety” in ridesharing has been top With lockdown in the UK easing, there’s a sense
In the UK, an emphasis has been put on the
of mind for both drivers and passengers, with of
drivers behind the wheel of rideshare companies--
passengers concerned about getting into a small excitement and hope for a return to normality.
their treatment, their qualifications, their safety,
space with a stranger and being exposed and We’ve weathered the storm of this pandemic
etc. The human side of ridesharing is a topic that
drivers taking extra measures to make the car and together, and we’re emerging together as well.
matters to UK consumers, and showing a more
journey as safe as possible (plastic shielding, mask That sense of togetherness is important for the
human side of the company (featuring drivers
wearing, etc). UK audience and brands that are a part of this
themselves) can help to build trust in the brand
community to rally around and move forward
and the driver here.
As we re-emerge from lockdown and we’re finally together.
allowed to start doing the things we’ve been
missing for so long--meeting friends/family, going to
events, commuting to an actual office, etc--Ola can
be the vehicle that gets us there, safely.
Content pillar weightages for Q1 in UK

Trust Safety
Togetherness
Joy
 After over a year of lockdowns and isolation
People are desperate for a little positivity
To reconnect with the people, places and things that they love.
Ready for the little joys of normal life, no matter how big or small.

And Ola, is the vehicle that can help take us there.

Whether it’s to finally see your nan

To hang out with a mate in the park,
Get a ride home from that long-awaited visit to the pub,
Or even your daily commute to the office,

Wherever we’re headed as we move out of lockdown,

#ItFeelsGoodToOla
Our social approach in both content & conversation is
anchored in a consistent proposition

#ItfeelsgoodtoOla
 +

UK

Content Approach

Mini campaigns
around moments
Daily Delight
till lockdown
ends
Key Pillar: Trust

Idea Overview
In the UK, an emphasis has been put on the drivers behind the
wheel of rideshare companies--their treatment, their qualifications,
their safety, etc. The human side of ridesharing is a topic that
matters to UK consumers, and showing a more human side of the
company (featuring drivers themselves) can help to build trust in the
brand and the driver here.

Caption:
This is Otis. He’s been driving with Ola for nearly 2 years and
has made over 1,000 trips. His favourite part of the job?
Making sure you get to the places and people that matter
most to you, safely.

#olauk #olacabs #essentialola #olaprofiles

#risdesharesafety #trustinola #itfeelsgoodtoola
Key Pillar: Safety

Idea Overview
During COVID, “safety” in ridesharing has been top of mind
for both drivers and passengers, with passengers concerned
about getting into a small space with a stranger and being
exposed and drivers taking extra measures to make the car
and journey as safe as possible (plastic shielding, mask
wearing, etc).

As we re-emerge from lockdown and we’re finally allowed to

start doing the things we’ve been missing for so long--
meeting friends/family, going to events, commuting to an
actual office, etc--Ola can be the vehicle that gets us there,
safely.

Caption:
Wherever your next journey takes you, we’ll make sure you
finally get there.

#olauk #olacabs #essentialola #risdesharesafety

#trustinola #freedom #itfeelsgoodtoola
Key Pillar: Joy

Idea Overview
As we emerge from this past year of solidarity in the
pandemic, the way we define and find joy has shifted. Joy
comes in the little things that we took for granted pre-
pandemic, the things we missed over the past year. Little
moments of humanity.

In the world of ridesharing, joy will come in arriving at our

long-awaited destination. But, there’s also an opportunity to
inject little moments of humanity and joy in the journey itself.
In our social listening we
saw that small interactions between passengers
and drivers were appreciated and celebrated. The human
element of the ride can bring about joy.

Caption:
It’s the little things. 😂

#olauk #olacabs #essentialola #risdesharesafety

#trustinola #itfeelsgoodtoola
Key Pillar: Togetherness

Idea Overview
With lockdown in the UK easing, there’s a sense of
excitement and hope for a return to normality. We’ve
weathered the storm of this pandemic together, and we’re
emerging together as well. That sense of togetherness is
important for the UK audience and brands that are a part of
this community to rally around and move forward together.

Caption:
Only 104 days to go until we can all have THESE moments
again. We can’t wait to give you a ride home from wherever
your post-lockdown plans take you.

#olauk #olacabs #essentialola #risdesharesafety

#trustinola #freedom #itfeelsgoodtoola
Moments
OCCASION HIGHLIGHTED: Mother’s Day

Key Pillar: Trust & Togetherness

Caption:
Need some last minute flowers? We’ve got you covered. This
#MothersDay, if you’re in a ride and need flowers for mum,
we’ll stop off somewhere for you to grab some along the way.
Aren’t we nice. 😊
OCCASION HIGHLIGHTED: Mother’s Day

Key Pillar: Trust & Togetherness

Idea Overview: Promotional Activation

Caption:
This #MothersDay, we’ve partnered with the amazing team at
@bloomandwild and will be delivering flowers straight to your
doorstep, and straight into your mum’s favourite vase. 💐
Click the T&Cs for more info LINK

#olauk #olacabs #risdesharesafety #trustinola

#happymothersday #itfeelsgoodtoola #bloom&wild
Ola Australia & New Zealand

Joy
Consumer speak
"I hate it when I have to make
small talk with the driver... a
friendly hello is nice and after
that I prefer the sound of the
radio."
"I love it when those little things
just make your trip infinitely
better - you get a really friendly
hello or a small mint and boom -
that's the good stuff."
Market Context
Trust
Consumer speak
“When you think about it,
getting into a car with a
stranger is putting a lot of
trust in a company. I’ve got
home safely every time, even
when I haven’t remembered
the journey...or the arrival”.
Safety Togetherness
Consumer speak Consumer speak
WHO THEY ARE - “Identity is the “I love it when you’re sitting and
biggest part of safety for me - I want listening to the radio and a good
the drivers information so I know song comes on and you and the
who i’m driving with and feel safe. It driver acknowledge it and kind of
means there’s accountability and bond over it.”
security”.
HOW THEY DRIVE - “It would be great
if we vetted them to have driving
tests. Just having a license doesn’t
make you a good driver.”
WHAT THEY SAY - “The way drivers
speak to women is key in making us
feel safe. I’ve had rideshares ask me
“is this where you live” when I pull up
to my home or comment on what
i’m wearing and it makes me
instantly uncomfortable”

Joy
Depicting slice-of-life moments
of joy that passengers
experience during their journey.
MARKET NUANCES
For us, joy comes from the simple things. We
like it when the driver greets us with a
friendly smile and then lets us enjoy the ride
in peace, we love the radio on, a good clean
car and a driver who knows the way.
AUSTRALIA & NEW ZEALAND
Content Pillars
Trust
Showcasing how people experience moments
of trust with their co-passengers (strangers
friends, family etc.) and how Ola implicitly
builds trust during this journey (before and
after too).
MARKET NUANCES
Trust for us is very linked to our drivers and
how they handle our safety. We want to know
that no matter our situation, we can get into
an Ola and be taken to our destination safely.
We put trust in both our drivers and the brand
for this.
Safety
Communicating how Ola understands and
thinks of safety the same way its passengers do,
and implicitly talking about direct and indirect
measures that Ola takes to ensure that safety is
delivered to passengers during journeys.
MARKET NUANCES
Safety is inextricably linked to our drivers -
who they are, how they drive and what they
say. While safety is the brands responsibility,
it's the driver who brings this to life for us.
Togetherness
Capturing inconspicuous moments
of togetherness (friendship,
intimacy, belonging) that passengers
experience during their journey with
Ola.
MARKET NUANCES
Togetherness comes from shared moments and
small acts of kindness. While we don't want our
drivers to chat too much, a shared love for a
song that comes on the radio or a smile and
nice greeting after a long day goes a long way.
Content pillar weightages for Q1 in Australia/New Zealand

Joy Togetherness
Trust
Safety
 Ola is calm in the chaos.

We know that sometimes you're tired, sometimes

you don't want to talk, and that sometimes a
friendly smile and hello from your driver will
make your day. In those moments, we've got you.

We want you to turn the radio up, wind the

windows down and decompress, we've got you.

We'll take you where you need to go quickly,

safely and cheaply, delivering you to your
destination a little happier than you were before.

So sit back, strap in and smile.

We're Ola, and

We’ve Got You
 +

UK

Content Approach

Tentpole
activations
Daily Delight
around local
moments
 +

Always-On
 ola_australia

Key Pillar: Trust

Secondary Pillars: Joy, Togetherness

IDEA OVERVIEW:

For us Australians & New Zealanders, BBQing is more than

just a casual get-together – it’s a time-honoured tradition.
There’s no better way to spend Easter, Christmas, or Australia
Day, than firing up the barbie and inviting over a few friends.
Backyard grilling isn’t an activity unique to Australia, but we
do have our own special twist on the convention.

Caption: Whether you’re passing a dish or throwing the bbq?

We’ve got you.

ola_australia Whether you’re passing a dish or throwing the bbq? We’ve got
you.
ola_australia

Key Pillar: Safety

Secondary Pillars: Togetherness, Joy, Trust

IDEA OVERVIEW:

For Aussies and Kiwi’s, putting trust in a stranger to take us home is a big deal. Let’s highlight
some of the tongue and cheek ‘going out’ moments from a cast of diverse characters and
stories.

Caption:
Key Pillar: Togetherness
Secondary Pillars: Joy

IDEA OVERVIEW:

For Aussies and Kiwi’s, putting trust in a stranger to take us home is a big deal. Let’s highlight
some of the tongue and cheek ‘going out’ moments from a cast of diverse characters and
stories.

Caption:
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Spike Campaigns
OCCASION HIGHLIGHTED:

Mardi Gras Sydney EVENT EXAMPLE

Key Pillar: Togetherness

Secondary Pillars: Joy, Safety, Trust

IDEA OVERVIEW:

Mardi Gras, is an annual LGBT pride parade and festival in Sydney, Australia, attended by
hundreds of thousands of people from around Australia and overseas. It is one of the largest
such festivals in the world, and the largest Pride event in Oceania.

THOUGHT STARTER EXECUTIONS:

• CONSUMER PROMOTION: Get home safe – 50% off all rides

• DRIVER PROMOTION: Enter to get a spot on the Ola Mardi Gras Float

• PHYSICAL ACTIVATION: Ola Mardi Gras Float with all LGBTQIA+ Drivers

• DIGITAL ACTIVATION: Change Social Icons to pride coloured logo

• DRIVER CONTENT SERIES: LGBTQIA+ Ola Drivers Sharing their Stories (then they
show up on the float)
 ola_nz NZ Ski Season
OCCASION HIGHLIGHTED: Ski Season

Key Pillar: Joy

Secondary Pillars: Togetherness

IDEA OVERVIEW:

Perisher ski resort is Australia's most popular snow holiday destination &
the southern hemispheres largest. 4 resort areas, 47 lifts and 7
snowcapped peaks. As Aussie’s gear up for the winter season from May –
September, transportation to and from Perisher can be tricky..but Ola can
help to solve the issues of a vacation commute.

Caption: X
ola_australia Ski Season! Here we come. Not a ski lift, but close. #WeGotYou
 ola_australia
OCCASION HIGHLIGHTED: Melbourne Comedy Festival

Key Pillar: Joy

Secondary Pillars: Togetherness

IDEA OVERVIEW:

After a less-than-hilarious 2020, the Melbourne International Comedy

Festival will be back in 2021, delivering COVIDSafe laughs and comedy
good times from March 24 – April 18. Let’s transport key comedians in Ola,
dropping them off for their red carpet appearances across Melbourne
throughout the 2 months, and talk to them about their journeys as
ola_australia Copy Here
individuals, their 2020 stories in a nutshell, and their upcoming routines for
the comedy festival, all while in the back of an Ola!

Ola_australia A comedy ridealong with Ola. We’re here though the week,
bringing you those punch lines and never heard before yarns
Caption: Ola will be dropping off Melbourne Comedy Festival Gala hosts
BECKY LUCAS and the AUNTY DONNA boys for the Opening Night
Comedy Allstars Supershow! Tune in on Instagram Live to hear more
about their chock-a-block 2020 journeys and their arrivals in Melbourne for
the 2021 Comedy Fest on March 24!
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Moments
 ola_australia

OCCASION HIGHLIGHTED: Mother’s Day

Key Pillar: Joy

Secondary Pillars: Togetherness, Trust

IDEA OVERVIEW:

Many Australians celebrate Mother’s Day by showing their

appreciation for the achievements and efforts of mothers and
mother figures – mothers, stepmothers, relatives, guardians
(eg. foster mothers), and close family friends. It is annually
observed in Australia on the second Sunday of May.

Caption: Get Mum to Afternoon Tea in Style with Ola Pro,

our new service that goes above and beyond in setting a
ola_australia Get Mum to Afternoon Tea in Style with Ola Pro, our new
new benchmark for ridesharing services, now in Sydney!
service that goes above and beyond in setting a new benchmark for ridesharing
services, now in Sydney!
+

ola_australia

OCCASION HIGHLIGHTED: Untold Stories

Key Pillar: Togetherness

Secondary Pillars: Joy, Safety, Trust

IDEA:

Writeup Here

THOUGHT STARTER POST EXECUTIONS:

• Whether you’re passing a dish or throwing the bbq? We’ve got you.

ola_australia Meal prepping on the way back from work? #WeGotYou

 Ways of Working

India
Global strategy and direction
Creative strategy & Execution for India
Creative nucleus

UK Australia
Localized content strategy Localized content strategy
Conceptualization and Copywriting Conceptualization and Copywriting
Community Management Community Management
Local Campaign Conceptualization and Execution Local Campaign Conceptualization and Execution

Studio Execution: India

Always on Creative Execution
Josh Peacock Alan Patterson
Business Lead, AUNZ Senior Digital Strategist, AUNZ Varun Anchan Zenil Asher Maulik Kalamthekar Rajiv
Lead: Flux Group Head: Creative Planner Copywriter

Team Ola

Rosie Gearside Art Director GH Design Zac Creative Lead

Art Director, AUNZ

Ishan Christina Saurabh Kulkarni

August Lantay-Lefkovich Tatsuki Kamakawa
Social Strategist, AUNZ
Studio Leader
Copywriter, AUNZ