Pimp My Van Hong Kong-Style, as GoGoVan Gets a Facelift from Hong Kong Artists
And it's driving home the message.
Hong Kong-based startup GoGoVan is famous for its out-of-the-box marketing campaigns: And this summer, they've launched three whimsically illustrated vans—that's van jai in Cantonese.
In an attempt to overthrow the stereotypical image of Hong Kong’s truck drivers being “low educated and bad mannered,” GoGoVan hooks up van drivers with young designers to give their van a makeover.
In the series of campaign videos, we see these unlikely pairs probe into each other’s lives and unravel the steps they’ve taken to get to the path they’re on.
One of the pairs is made up of Teresa, a female driver, and Gaga, a female tattooist. Both have chosen to work in a male-dominated occupation, and they talk about how they reject sexual stereotypes (sorry—the video's Cantonese-only).
Gogovan has a track record of creative and Hong Kong flavored campaigns. In 2014, GoGoVan made a down-to-the-last-detail parody video of the film “The Midnight After” to promote their ready availability. It's garnered over a million views on YouTube.
Co-founded by three friends in 2014, GoGoVan was introduced to Hong Kong as a mobile application that matches freelance truck drivers with nearby individuals or small businesses in need of a delivery service, a mover or who just want a ride.