Ola turns the spotlight on star drivers

Ola, one of India’s most popular hail cab mobile apps, recently ran a 6-city campaign to recognise the high performers among their cab drivers. Ola resorted to large format billboards at prominent junctions in the cities of Mumbai, Bengaluru, Delhi, Mumbai, Kolkata and Chennai to acknowledge the high performing driver partners and announce the brand’s rewards in the peer category. The campaign aimed to create a unique engagement through the creation of a live leader board on the driver app to help drivers compete with an idea to create a “viral” amongst the community thereby increasing driver enrollment.

Ecosys OOH enhanced the visual narrative on the billboard by creating unique luminous aurora by way of intelligent placement of LED arc lights on billboards as large as 160ft x 40ft on Maa flyover in Kolkata. The creatives highlighted lucrative prizes ranging from cars like BMW and Nissan Micra to laptops and Ola vouchers.

“We intensely consider OOH as an effective medium to drive excitement within the driver community since they are always on the go,” commented Raghuvesh Sarup, Head of Categories and CMO at Ola.

Executing the campaign, Nipun Arora, Managing Partner & DOOH Lead, Ecosys OOH, said, “Premier brands like Ola need very differential communication deliverables. We are glad that we were able to live up to the client’s expectation and deliver success”.

Commenting on the outcome of the campaign, Sujit Banerjee, CEO, Ecosys OOH commented, “We are thrilled to be partnering Ola. Team Ecosys OOH is committed to working with partner client brands and offer customized solutions that is in consonance with the brand ethos.”