How Ola-outstation’s ‘Executive Wanderer’ contest on Instagram grabbed eyeballs?
Created by Leo Burnett Orchard and Indigo Consulting, the promotional contest got over 11,000 applications in a week
Ola, one of the world’s largest ride-hailing companies, is celebrating 3 years of its Outstation offering. To mark the 3rd anniversary of the service, Ola — known for its unconventional approach to advertising and communication — posted a ‘Job Vacancy’ on its Instagram page announcing an opening for the position of an ‘Executive Wanderer’.
The campaign was based on the insight that although there’s always that one road trip people would like to take, travel plans keep getting put off due to busy work schedules. Most people painstakingly plan, but often end up putting off the trip due to clashing work schedules.
Ola decided to turn this around and make taking a road trip into an actual job, the ‘Executive Wanderer’. The contest went live on Ola’s Instagram handle with a job posting for an ‘Executive Wanderer’. The post used creative copy to describe the responsibilities and perks of being India’s first ‘Executive Wanderer’ and asked interested participants to apply with pictures and stories of their previous road trips.
The contest ran over a period of 1 week and garnered a reach figure of 0.7 million and over 25,000 reactions. Over 11,000 entries were received during this period and the top 3 entries made it be Ola’s Executive Wanderers.
The winners were Saksham Sharma from Ghaziabad, Jabin Mathew from Amritsar, Anirudh Ranganath and Amber Goyal from Mumbai. These executive wanderers were rewarded with an all-expense paid road-trip in an Ola Outstation to the destination of their choice.
Amod Dani, ECD, Leo Burnett Orchard, said, “The daily rigmarole has kept us away from that elusive road trip, which we’ve kept postponing, time and again. That’s why on Ola Outstation’s third anniversary we decided to make that road trip a reality. We asked people to apply for this road trip as though it were a job. The response from the workaholics turned road-trippers was overwhelming as this turned out to be one of our most engaging content on social this year.”
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