To celebrate Ola’s heritage, the diversity of its driver community, and highlight the company’s point of difference from its ride share competitors.
We developed an idea which enlisted 100 Ola drivers across Auckland to ‘light up’ the interior of their cars for Diwali.
This idea referenced the Diwali tradition of decorating homes with candles and colourful lights, but extended it to Ola cars, taking the spirit of the festival to the road. The story had a strong community focus with Auckland Ola driver, Bankim Patel talking about how he celebrates the Festival of Lights and what it means to him.
To maximise the campaign the PR team was tasked to secure proactive coverage of this across consumer media.
We created a highly visual photo moment of Bankim’s car heavily adorned with lights and decorations with his family dressed in the traditional clothing they wear to celebrate Diwali.
We compiled a media release for consumer-focused media, to announce the campaign and what Ola drivers will be doing during the festivities, using the photo of Bankim’s car as an example.
We negotiated a video with the New Zealand Herald, where reporter Lincoln Tan came to Bankim’s house and interviewed him about his decorated Ola car during Diwali.
We secured 10 pieces of media coverage online and in print. The campaign was featured on the New Zealand Herald three times, including a video, and on One News online.
We reached over 4.8 million people across all media coverage.