Ola was the official rideshare partner for New Zealand Fashion Week and collaborated with iconic NZ fashion label, Zambesi, as part of a major integrated campaign which saw Ola vehicles wrapped in a custom print and the launch of a competition for consumers.
The campaign which ran across TV, Digital and OOH announced all Ola users who order a ride across fashion week would be in with a chance to win a share of $50,000 worth of prizes.
To maximise the campaign the PR team was tasked to secure proactive coverage across trade and consumer media.
We compiled two media releases to announce the campaign – one for trade media discussing the upcoming TVC and campaign and the other a consumer-focused release discussing the partnership with Zambesi and what fashion brands can get out of commercial partnerships as well as promoting the $50,000 worth of prizes.
We negotiated a live cross on The AM Show where Zambesi designers Elisabeth Findlay and Dane Johnston discussed the collaboration with the presenter while riding in the wrapped Ola which was being driven by a female driver.
We also hosted three top tier NZ media at an exclusive event at Zambesi’s store prior to attending the Zambesi show where they also had front row seats courtesy of Ola.
We secured 15 pieces of media coverage across trade, broadcast, consumer and newsletters. The campaign was spoken about across two live crosses on The AM Show – we reached over 1.9 million people across all media coverage and garnered 13 mentioned on social media.
Hosting the top tier media at the Zambesi show allowed us to introduce them to the Ola executive team, instilling a positive experience with the brand. We received some interest in writing a story on Ola from one of the top tier media we hosted.