GoGet, Australia’s first and largest car share company, has launched a major advertising campaign.
The centre-piece of the campaign is “Go”, an animated shape-shifting character, whose distinctive colour matches the ubiquitous orange wing mirrors on all GoGet vehicles. The character, conceived by Caballeros Creative, is intended to convey how GoGet fits into a wide-range of activities and lifestyles having grown from under 10,000 members five years ago to over 50,000 today.
“GoGet has moved into the mainstream of urban life and is now an important part of what it means to live in an Australia city today,” said Richard Tourino, marketing director for GoGet. “Our members’ needs are very diverse. We wanted to express that we tirelessly meet those needs, whether it’s a Yaris for getting around town, a van for that trip to IKEA, an Audi to impress a date, roof racks for weekend getaways, baby seats for families, or business fleet alternatives. GoGet is being used for everything now and we think Go and this campaign express the spirit and energy behind that.”
Tourino said that after a review of a number of agencies, the team turned to Caballeros Creative, whose principals, Lee Jackson and Brendan Shanahan, had worked with GoGet before and already had familiarity with GoGet’s brand.
“We needed to create a 30-second video that would do the heavy lifting of the campaign, and Lee and Brendan convinced us that Caballeros was right for the job,” said Tourino.
Lee Jackson said Caballeros worked with In The Thicket to produce the video and a number of shorts showing how adaptable the service is.
“Because we had worked with them, we knew that they needed a character and videos that really conveyed how GoGet shapes to your life and also delivered the key benefits like never paying for petrol or worrying about parking. It’s essentially all about freedom,” said Jackson.
The video has already begun to show in cinemas in Sydney and Melbourne.
Tourino also noted that business is quickly taking up GoGet as a way of reducing transport costs and increasing efficiency. Delivering this message to businesses that might not know about the benefits was another aim of the campaign.
“Businesses of all sizes use us because there are vehicles all around them and GoGet is cheaper and more convenient than a hire car,” said Tourino.
Media was provided by Customedia who helped formulate a strategy to build brand awareness and consideration outside of the existing membership base and marketing channels.
Client contact: Richard Tourino
Agency: Caballeros Creative
Art Director: Lee Jackson
Writer: Brendan Shanahan
Production company: In The Thicket
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]