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We are back again with KaMIST! Every week on Thursday we’re going to give you an insight about marketing
[Gojek x Netflix: Bella Ciao, Knotty Payment!]
Using their latest innovative campaign, Gojek has successfully offered their payment method for the most widely subscribed streaming site, Netflix, through its E-wallet, Gopay. This makes it easier for people to get access to enjoy the highest quality movies without having to use a credit card.
Besides this surprising collaboration, Gojek launched it interestingly. From a tutorial on how to order Go-food to an eerie encounter mbak ‘Kunti’, Jo and Jek have got your entertainment needs covered.
Wait, who’s Jo and Jek anyways?!
Gojek uses these characters as a tool for advertising and marketing, and they’re sometimes interspersed with amusing storylines.
The merger of the two resulted in ads that gave a lot of public curiosity. In one of their commercials, Jo played a role in Netflix’s popular serial concept, “Money Heist”. Then their Twitter accounts reciprocated each other in a casual language style discussing their ads implicitly.
In the persona factor, they combine Jo and Jek who are characters often featured by Gojek and Money Heist which is a popular Netflix series. They also answered netizens’ requests a few months ago as a form of netizen response. They took the concept of “Money Heist” because at that time the new season of “Money Heist” will be published. In the ads, they also slip dad jokes, or more commonly known as humor bapak-bapak. As a form of conversation, they reply to each other’s tweets which made many netizens also respond through the reply column.
In addition, another marketing strategy that people find interesting from this collaboration is the release date of the latest Money Heist season, which is already on air starting September 3, 2021. Three days before the new season of money heist, Gojek released an advertisement video about people’s urge to use Gopay as a payment method on Netflix. Then, 72 hours after the latest season releases, Gojek also uploaded a video ad containing a continuation of the story from the previous ad. What do you think? Will this strategy work to increase people’s interest in subscribing to Netflix?
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