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Go-Jek invites customers to say ‘Terima kasih’ to drivers during busy month of Ramadan

Go-Jek, the Indonesian ride-hailing app, has launched a brand campaign around the holy month of Ramadan.

A film, created inhouse by Go-Jek’s marketing team, centres on the struggle of a Go-Jek driver unable to break fast with her daughter because of her hectic schedule.

Through a new feature in the app, passengers are able to thank their driver, leave them an inspirational message and a tip.

In another film, titled ‘Home’, a young woman is texted throughout the day by her father about their meal to break fast, but she ignores his texts. She decides to break the fast with her friends instead, until she has a change of heart and a Go-Jek driver takes her home.

For Ramadan this year, Go-Jek’s brand campaign focused on three key elements – togetherness, giving and kindness, said Piotr Jakubowski, the company’s CMO, who explained the thinking behind the company’s marketing approach in a recent interview.

The kindness and togetherness elements are conveyed in the two films. For the giving part of the campaign, Go-Jek partnered with Rumah Zakat, an NGO, to help passengers donate to good causes. Rumah Zakat has created drop-off points where people can send donated items using Go-Box and Go-Send, and customers using Go-Tix ticketing can donate through the Go-Pay payment platform.

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