Rideshare platform Ola has launched two new TVCs as the hero creative of an integrated marketing campaign aiming to leverage its new partnership with Australia’s national rugby union team, the Wallabies, developed by Advertising Advantage, Sydney.
The sponsorship names Ola as the team’s official rideshare partner ahead of the Wallabies’ journey to Japan in September.
The TVCs feature Wallabies players Nick Phipps, Folau Fainga’a and Bernard Foley, focusing on the excitement in the lead-up to September and highlighting the seamless experience of riding with Ola.
The objective of the campaign is to elevate the partnership and amplify Ola as the Wallabies’ official rideshare partner. The TVCs aim to show fans the variety of offers and extra value they can enjoy with Ola, positioning the brand as the better value rideshare option.
Two executions were developed with the help of the Wallabies team members, each featuring the players waiting for an Ola like every day customers. Utilising their flamboyant ball skills and a touch of cheekiness, the reasons why Ola is their preferred rideshare choice become clear.
The spots will begin rolling out across Australian screens this week on digital platforms including YouTube, Facebook and Instagram, followed by free to air and subscription TV in September. The integrated campaign includes paid social content, direct marketing and digital on-ground ads, for high-impact during game broadcasts.
The partnership will leverage the value of the Wallabies’ brand during the World Cup year to build brand equity for Ola, drive new customer acquisition and showcase the company’s ongoing commitment to providing a better alternative rideshare platform for both riders and drivers.
Says Andrew Balint, chief marketing officer of Ola Australia and New Zealand: “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.”
Says Tracey Gabriel, group account director, Advertising Advantage: “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.”
As the Wallabies’ first official rideshare partner, the sponsorship demonstrates how the team is embracing innovation and the changing landscape of transport. To celebrate the new partnership, Ola is offering* new customers who download the app a $10 discount off their first two rides, with the promo code: WALLABY. Full T’s and C’s on the Ola website here: http://ola.com.au/wallabies-terms-conditions/
Ola is Australia’s fastest growing rideshare platform, operating in Sydney, Melbourne, Brisbane, the Gold Coast, Adelaide, Perth, Canberra and and now the Sunshine coast, as well as Auckland, Wellington and Christchurch in New Zealand. Ola delivers a better value ride to passengers and a better deal to drivers, who take home more from every trip.
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
Digital designer: Byron Graham
Agency: Advertising Advantage, Sydney
Group Account Director: Tracey Gabriel
Senior Account Manager: Eadaoin Reilly
Creative Director: Chris Spanos
Executive Producer: Braedy Neal