{"id":7022,"date":"2022-06-01T15:47:23","date_gmt":"2022-06-01T08:47:23","guid":{"rendered":"https:\/\/adtek.agency\/food-delivery-marketing-campaigns-gojek-baemin-grabfood\/"},"modified":"2026-10-20T23:05:11","modified_gmt":"2026-10-20T16:05:11","slug":"food-delivery-marketing-campaigns-gojek-baemin-grabfood","status":"publish","type":"post","link":"https:\/\/adtek.agency\/en\/food-delivery-marketing-campaigns-gojek-baemin-grabfood\/","title":{"rendered":"Case study: what can we learn from the campaigns of Gojek, BAEMIN and GrabFood?"},"content":{"rendered":"

Updated on October 18, 2026: figures reviewed and updated.<\/em><\/p>\n

Case study: what can we learn from the campaigns of Gojek, BAEMIN and GrabFood?<\/strong><\/p>\n

Food delivery is a promising business in Vietnam as Vietnamese eating habits change, but competition is fierce: BAEMIN left Vietnam on December 8, 2023, and Gojek followed on September 16, 2024. This article looks back at the standout food delivery marketing campaigns that Gojek, BAEMIN and GrabFood ran between 2018 and 2022, and at the lessons they leave behind.<\/p>\n

Inside Gojek’s marketing campaigns<\/b><\/h2>\n

“The most important thing about creativity is that you always have to be making something. ‘Creative’ means ‘to create’, so never stop creating new things and learning from the whole process. The more you practice making things, the easier it becomes to come up with more and more ideas.” That is how Bahari Chandra, Creative Director of GO-JEK, puts it.<\/p>\n

Did you see Gojek’s ads when you drove past the Senayan roundabout a few months ago? Or did you read the whole ad copy while you were stuck in traffic in Kuningan?<\/p>\n

Few people know the story behind how Gojek’s ad campaigns are made. Each campaign starts from a specific goal, and the Creative Labs team turns ideas that seem impossible into successful campaigns. Here are 5 examples of GO-JEK’s most viral ad campaigns.<\/p>\n

The #LifeWithoutLimits campaign<\/i><\/b><\/p>\n

The #HidupTanpaBatas, or #LifeWithoutLimits, copy was written to let people know that Gojek is more than a ride-hailing app: it also offers 18 other services that make people’s lives easier. The big challenge in creating this campaign was turning that objective into a key message that people would understand, so they would get what Gojek was trying to say.<\/p>\n

Because the purpose of the campaign was to announce Gojek as a brand, Bahari and his team created a dynamic tagline that was clear and playful. They came up with copy built on the phrase “…without…”, such as “Attend the meeting without being late”, “Buy martabak without queuing” and “Bring surprises without waiting”.<\/p>\n

Alongside the ad copy, the #LifeWithoutLimits video series featured Dian Sastro, Rio Dewanto, Irfan Bachdim and other celebrities, each telling stories about how GO-JEK meets their daily needs through the full range of GO-JEK products. Which raises a question: have you written your own line describing #LifeWithoutLimits yet?<\/p>\n

The GO-FOOD: Menu Terserah campaign<\/i><\/b><\/p>\n

The idea for the GO-FOOD: Menu Terserah (“Whatever Menu”) campaign came from one of the Performance Marketing teams. It was based on data showing that many consumers got stuck deciding what to order on GO-FOOD, and in the end either ordered nothing at all or ordered the dish they usually ordered.<\/p>\n

So Gojek ran a campaign around a “whatever” feature that let people order any dish on GO-FOOD at random. As a result, sales from GO-FOOD orders went up.<\/p>\n

The GO-JEK Versi Kamu or #YourGOJEK campaign<\/i><\/b><\/p>\n

Which character in “GO-JEK Versi Kamu” did you like best? Before the campaign launched, Bahari and the team had to draw up a list of well-known characters first.<\/p>\n

The goal of this campaign was to announce the changes to the GO-JEK home screen and show how users could personalize it. So the key word in the brief was “personal”, because users could choose which GO-JEK products they use most to appear on the app’s home screen.<\/p>\n

One surprise came when the team looked at the data: before GoJek published the campaign, users had already discovered the new interface and were trying to personalize it. Bahari and his team therefore felt they did not need to publish content packed with information. Instead, they made the home screen fun and picked 3 characters to appear in the campaign: Gozali, Kunti and the Cinema Announcer.<\/p>\n

The #CariPahala campaign<\/i><\/b><\/p>\n

Thinking differently is a must if you work in GO-JEK’s Creative Lab team, because you need to come up with ideas nobody else has done before. When Ramadhan came around, Bahari noticed that brands usually make campaigns built on emotional content. So he challenged that habit with the #CariPahala trend, a Ramadhan campaign whose goal was to carry GO-JEK’s brand message.<\/p>\n

#CariPahala, which means “seeking rewards”, is a local insight that describes how Indonesian Muslims behave during Ramadhan. They are very likely to be doing good deeds every day because it is a holy month. Before publishing the campaign, the team surveyed people about the ad copy to make sure it would not trigger any negative reaction from Muslims. The result: people really liked the copy.<\/p>\n

The #AnakBangsaBisa campaign<\/i><\/b><\/p>\n

Can you name the things that make Indonesians proud to be Indonesian? That question kept Bahari thinking when he and the team had to come up with a campaign to celebrate Indonesia’s Independence Day.<\/p>\n

Bahari said: “We didn’t want to just make an anniversary ad. We wanted to do something truly different and meaningful. I think what brings us together is when our products are recognized by other countries, or when someone achieves great success abroad, like the pianist Joey Alexander.”<\/p>\n

That was when his team came up with #AnakBangsaBisa, a campaign that honors people and brands that have achieved something abroad. The key word for this campaign was Indonesian pride, in line with the goal of stirring national spirit in Indonesia.<\/p>\n\"Case\n

As with #CariPahala, the team ran a small survey before announcing the campaign. In it, they asked people whether they knew the list of people and brands that had achieved something abroad. The campaign used flower arrangements as its theme, with a signature for authenticity, since that is how Indonesians show appreciation for others.<\/p>\n

The campaign did not run only on billboards and social media. GO-JEK also sent flower arrangements directly to offices, athletes and public figures.<\/p>\n

The Creative Labs team showed that creativity needs to be backed by data, and that advertising is about more than making the most original campaigns. It is also about carrying out ideas that can have a positive effect on people’s lives.<\/p>\n

The GoCar Protect campaign in Vietnam<\/i><\/b><\/p>\n

Why the campaign was created<\/b><\/p>\n

“Safety and health” had arguably never been a higher priority than during the Covid-19 period. Users’ habits and behavior changed completely during the pandemic, especially when it came to getting around. A survey by Gojek Vietnam in October 2021 found that “safety and health” was one of the top 3 factors people considered when traveling.<\/p>\n

Against that backdrop, Gojek launched its GoCar Protect ride-hailing service on November 18, 2021, after a long period of social distancing. The move gave drivers and customers hope for an integrated service with strong features that kept rides safe and protected passengers’ health. The service had actually launched in August 2021, but until then GoCar Protect was used only to carry frontline medical staff fighting the pandemic. On January 4, 2022, GoCar Protect officially arrived in Hanoi.<\/p>\n\"Gojek's\n

What was the campaign trying to achieve?<\/b><\/p>\n

Gojek’s campaign had 2 main goals:<\/p>\n