Your wait is over! A decacorn and unicorn startup Gojek and Tokopedia has announced the business merger last Monday, 17th May 2021. Under the campaign theme #KolaborasiAnakbangsa, the merger between these two impactful startups was claimed as a game changing in the tech business industry by offering holistic solutions for daily life in e-commerce, mobile on-demand and financial services.
This new business strategy seems exciting not only for the business players and stakeholders in the industry, but also for the public as general. The social media is flooded with endless conversation around the merger as both Gojek and Tokopedia’s social media team creatively pushes the information to become even more unavoidable.
GoJek and Tokopedia, which now has intertwined as GoTo Group, packed their marketing with great storytelling. As the gossip of the merger was spreading out, they invited the audiences to select the best name for them, be it Goped, Tokojek, GoGoPedia, or something that sounded uncommon one like Tokek. It works in encouraging the audience to comment and share the post, especially on Tokek which has become twitter trending topics even after the official merger has been announced.
The peak of the campaign was celebrated with the well-crafted GoTo video launch emphasizing on transforming the future tech ecosystem in Indonesia - both for business and the community underlining the spirit of togetherness or most of Indonesia called it Gotong Royong. The Gotong Royong spirit was presented with the tagline “Go Far, Go Together”. This way, GoTo promises to empower the community progress with the joining forces that makes everyday life more convenient.
Now, not only their official brand ambassador like the phenomenal korean idol, Jiso Blackpink and the group band BTS who start the conversation around the merger, but influential content creators like Dagelan and Kristo Immanuel were also engaged. In addition, to amplify the campaign impact, they then initiated social media challenges to dubbed the official video #KolaborasiAnakBangsaVOChallenge in collaboration with Antonius Bimo, a famous Indonesia’s Voice Over Talent.
In this challenges, GoTo invites the audiences to recorded the narrative over the official video and post it to instagram, use specific hashtag #KolaborasiAnakBangsaVOChallenge. The winner will get one set of podcast equipment. Then, BOOM! The challenge attracts tremendous responses from the audience as the audio content has become a new trend nowadays. There were 600++ submissions only 4 days after the challenge was announced and still counting. That’s superb, man!
Seeing how GoTo road the campaign to drive the conversation on social media is considered insightful for us. We notice that every part of the communication assets present the ideas consistently - the copywriting, key visual, storyline and narratives -- and you know what is the best part? It is the fact that GoTo expresses the story on what matters for the community. It’s 2021 and we are reminded again with the “gotong royong” spirit, but in a really nice story angle. That's beautiful.
So, congratulations Gojek and Tokopedia for the birth of GoTo. We do hope that this will mark a huge leap, as well as an open door for more innovation in the near future.
Executive Content Writer:
Co-writer & Editor:
Sesa Wulandari / Kolaku.co
Creative Team:
Jasmine Surkatty, Art Director
Kharen Chandra, Illustrator
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