Dockless bike sharing company ofo’s UK launch campaign introduces not just the brand, but also a new product to market. The challenge is not just to emotionally connect, but to educate.
ofo’s global strategy is distilled into two key messages: that bike sharing provides freedom and that it’s simple to use. The campaign, titled ‘Go’, marries the freedom and simplicity of application in an easy to digest format. Extending to ‘Download. Unlock. Go.’ educates, whilst ‘Go Share, Go Explore, Go Roam, Go Ride…’ expresses freedom and easily flexes across a range of audiences.
The strategy is delivering qualitatively and quantifiably. The launch campaign is achieving nationwide engagement and awareness as ofo rolls out into new cities and London boroughs.