Gojek keeps '925' in place for consumers as it increases trip start fares

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Gojek will increase its trip start fares to support its driver-partners' earnings, and help them cope with rising fuel and operating costs. To keep consumers happy and offset the charges, its ongoing “925” promotion will remain applicable to all trips booking via its platform. The promotion provides customers with up to 50% off fares for trips - up to SG$5 - from 9am to 5pm on weekdays. New users also receive a discount voucher.

According to multiple sources such as The Straits Times (ST) and Channel NewsAsia (CNA), the start fare for all GoCar trips will cost SG$0.50 more, while GoCar Premium and GoCar XL services will see an SG$0.80 increase in start fares. Additionally, Gojek will implement a temporary flat fee for all GoCar, GoCar Premium and GoCar XL rides, for a period of two months from 31 March. A SG$0.50 and SG$0.80 flat fee will be added to rides that are less than 10km in distance and more than 10km respectively, according to CNA.

Gojek's GoTaxi service, which charges customers based on the taxi's meter, will be exempt from both measures. According to ST, the temporary fee will not be subject to its prevailing commission rates and drivers will get to take home the full amount. At the same time, Gojek's "925" promotion, which provides customers with up to 50% off fares for trips - up to SG$5 - from 9am to 5pm on weekdays, will still be available. CNA reported that the rising cost at at the pumps directly impact its driver partners’ ability to work and earn and hearing firsthand the challenges they’re facing led the company to implement these measures, which will serve as a financial support to drivers.

MARKETING-INTERACTIVE has reached out to Gojek for comment.

Separately, Gojek named Mario Alvin as its new head of marketing for Singapore leading brand marketing and creative in August last year. Alvin will define the long-term brand and marketing strategy for Gojek Singapore. Through insights-based marketing campaigns, he is responsible for supporting in driving the company’s next wave of growth and market share in the on-demand transport category. He also leads the development of capabilities in the Gojek Singapore marketing team across digital, brand, CRM and creative channels.

That month also saw Gojek partner with martech firm TenMax.io to provide artificial intelligence (AI) solutions for its ad network GoGAN. The AI solution will aid in delivering ad services to consumer brands, merchants, and ad agencies of all sizes in Indonesia. According to Gojek, the tie-up will enable brands, agencies, and merchants to access a one-stop advertising solution to plan, measure, and optimise their digital marketing efforts across social media and content sites. GoGAN's AI will be able to assist marketers in key aspects of programmatic media buying through one-stop shopping cross-channel media buys, where marketers can buy ad spaces on Facebook, Instagram and local websites in just a few clicks.

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