One of the world's biggest ride-sharing platforms, Ola, is taking a different path for their marketing as they enter the UK market focused on loosing Uber's grip on the market by teaming up with a company that puts brand names on privately owned cars.
Ola, founded in 2011 in India, is well established in many countries including India and Australia but only launched in the UK in August 2018. The company has initially launched in cities including Cardiff, Newport, Exeter, Bath and Bristol but has applied for licences across the UK.
In an effort to quickly raise awareness of the brand in the areas it has launched, it has partnered with a company called Car Quids, which connects private motorists with companies seeking brand awareness in a specific geographical area.
Advertisers can select from a pool of pre-registered car owners based on their location and typical driving patterns, buying space on any number of vehicles for a period of time. They can plan, track and analyse their campaigns, view the level of impressions and reach in any given city, allowing them to calculate their ROI online. In return, the drivers get paid for displaying the adverts, typically around £100 a month.
Emma Kenelm, Chief Marketing Officer of Ola Cabs, said she believes the use of this form of advertising on private vehicles can be a valuable part of the overall marketing mix for certain types of companies – especially those that require very geographically targeted campaigns.
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