The Challenge

REQUIREMENTS:

OLA had come up with a new plan for the drivers wherein OLA was providing the cars to the drivers and they wanted us to build a campaign strategy and figure how we can use it to amplify their business by getting more and more leads of interested drivers.

The challenge was to attract potential drivers over other competitors and make them take action by filling out the lead form. 

The Solution

Here are the things we did: 

  • We started by laying out the factors that would encourage a person to become a driver and we came up with 3 categories that we could reach in order to become Ola drivers, First category was Truck drivers, second was cab drivers working with competitors and the third one was job seekers. 
  • For the Truck drivers category, we pointed to their pain areas in the ad, as they stay away from their families and have consignments for a longer duration of time. For cab drivers we highlighted the benefits Ola was giving such as getting a car from Ola, free maintenance cost etc. Job seekers were attracted by portraying the ease of joining Ola and how they can earn money upto Rs 36,000* monthly.
  • We created Social media campaigns for Ola Cabs, with Lead Generation being the campaign objective. In the campaigns, Facebook ads were created to attract customers to fill up the lead form. Along with this, the Missed Call ad campaign was created to directly enquire about the partnership through phone calls. 
  • Campaigns were strategized to target people from tier 2 & 3 cities highlighting the job opportunities with Ola.
  • Ads were created in vernacular language (Hindi) as we were targeting Tier2 & 3 cities.
  • Benefits were highlighted through Carousels in order to make the audience aware of all the benefits and why Ola is best as compared with other competitors.
The Solution
The Result

We saw an amazing impact of our marketing efforts for the brand:

700+ leads generated within a period of 15 days.
42% of the leads were qualified

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