Integrated Marketing Campaign : Wunder

Business Objective

  • Accelerate userbase growth & activation in Manila
  • Differentiate category and brand positioning from ride-hailing

Insights

  • Users find the carpooling process cumbersome
  • Safety and perceived inconvenience , a barrier for carpooling among users
  • Existing users in Manila take pride in their network of carpooling friends

Strategy

  • Acknowledge perceived inconvenience compared to private car/cab but It's Worth It(campaign theme) as it is way more cost effective and responsible
  • Integrated marketing approach using offline media(radio, outdoor, corporate activation) & online media(Facebook & YouTube)

Results

  • 2.5x growth in weekly completed rides in Manila
  • 50% & 100% growth in weekly successful drivers & passengers respectively

Video

Check out this great video