Why is this work relevant for Integrated?

Our task was to communicate the new feature of OVO (digital payment service) that allows people to get OVO benefits on Grab transportation, even when they pay with cash. Since our target audiences are so diverse with various backgrounds and touchpoints, the integration of the campaign was needed. So, we created #OVOmatis campaign using multiple media platforms from TVC, radio ad, digital video, until social media activation.

Background

OVO is a leading digital payment service in Indonesia which has partnerships with the ride-hailing app, Grab since 2018. OVO users in Grab app have grown +61% since December 2018 to April 2019, but amongst Grab transportation users, only half are using OVO as their preferred payment method. The rest are still using cash. To convert those who pay Grab transportation with cash to try OVO payment, OVO launched a new feature that allows people to get OVO benefits on Grab right away, even when they pay with cash. So, the objective was to grow the OVO users on Grab transportation.

Describe the creative idea

Pay Grab transportation with cash and still get OVO benefits? Who doesn't want that? It’s a no brainer offer, so effortless because people will automatically get the benefits right away (or in Bahasa Indonesia, we call ‘otomatis’). The offer is already attractive! The idea is #OVOmatis, a simple hashtag to wrap up this campaign that can accommodate the meaning of getting the OVO benefits right away (otomatis). We created an integrated campaign to show that even without a celebrity or fancy ads, the offer is still attractive. So, in almost every channel we replaced the celebrity, literally. Because at the end of the day, the product should always be the hero.

Describe the strategy

We talk to people who still pay Grab transportation with cash, because they think it’s too hassle to put their money on OVO even though they already know the benefits of using OVO on Grab transportation. They simply are not buying it. Comedy and celebrity, 2 things that Indonesian people love to see on advertisement. So, to make them hear and consider to try OVO payment on Grab transportation, we used the comedy approach by using their most beloved celebrity, Rio Dewanto and making fun of him across multiple media platforms.

Describe the execution

“Pay Grab transportation with cash and still get OVO benefits”, it’s an attractive offer. So we use the most attractive celebrity, Rio Dewanto only to be replaced. It’s to make a point that people don’t need to be lured with fancy ads with attractive celebrities and glamorous settings to try OVO payment on Grab transportation and get the OVO benefits, because they will get the OVO benefits anyway even though they pay with cash. The scenario of Rio Dewanto replacement happened across multi media platforms, from TVC, digital video and social media. Until people jumped in to recreate the key visual and replaced Rio Dewanto with their faces.

List the results

People loved it so much and #OVOmatis became a trending topic in an hour. In just 3 months, it generated 18.452.314 organic impressions, 742.000 social media engagement, and 122.000 new OVO users.