The Buzz vs. the Backbone: The Secret of Brand Success
In the ever-evolving world of marketing, brands constantly seek innovative ways to captivate audiences. Viral campaigns, with their promise of instant fame and far-reaching exposure, often steal the spotlight. Who wouldn’t want millions of views, trending hashtags, and endless shares in a matter of hours? Yet, beneath the glitz and glamour of virality lies the true essence of brand success: brand building. While viral marketing can catapult a brand into public consciousness, it’s not the be-all and end-all. It’s the spark, not the flame. True brand success is forged in the quieter, more deliberate art of brand building—establishing trust, consistency, and emotional connections that endure long after the viral buzz fades. But how do these two forces work together? Can a brand leverage a moment of virality to create lasting impact, or does one risk overshadowing the other? Let’s explore how viral marketing and brand building complement one another, using real-world examples to uncover the secrets of brands that have mastered both.
Get Ready to Change : The Courage to Transform
Once upon a time, in the bustling streets of Indonesia, Bluebird Taxi stood as a symbol of trust and dependability. For decades, their sky-blue cars were a familiar sight, their drivers known for their professionalism, and their service synonymous with safety.
But as time sped forward, the world began to change. The rise of ride-hailing apps brought a new wave of competition. Suddenly, convenience and technology became king, and the roads were no longer Bluebird’s alone.
Bluebird, once the pioneer, now found itself facing a challenge it had never known. Competitors armed with sleek apps and aggressive pricing strategies surged ahead, threatening the foundations of a legacy built over decades. It wasn’t easy for a company of Bluebird’s stature, deeply rooted in tradition, to admit that it needed to change. Yet, in 2017, with humility and courage, Bluebird launched the “Berbenah untuk Berubah” (Improving to Transform) campaign—a heartfelt declaration of their willingness to evolve.
Acknowledging the Need for Change​
The campaign was not a boast but an honest confession. Bluebird admitted to its customers, employees, and the nation that it wasn’t perfect. They understood that, in the face of a rapidly evolving industry, they had fallen behind in some areas. It wasn’t because they didn’t care, but because change is never easy—especially for a company with a long history and deep roots. Through videos, advertisements, and heartfelt messaging, Bluebird expressed a profound truth: as a big company, change takes time, but the willingness to change is where transformation begins.
Learning to Innovate
The campaign showed the steps Bluebird was taking to adapt. They embraced technology by launching the MyBluebird app, allowing customers to book taxis with the same ease as ride-hailing platforms. They introduced cashless payments and integrated with digital wallets, bringing modern convenience to their loyal customer base.
Bluebird also partnered with Gojek, turning competitors into collaborators, and making their fleet available through the popular ride-hailing app. It was a bold move that showed Bluebird wasn’t afraid to rewrite the rules of the game.
The Message of “Berbenah untuk Berubah”At its heart, the campaign carried a message of humility and determination. Bluebird acknowledged the frustrations of customers who sought greater convenience and faster service. They asked for patience and understanding, not as an excuse, but as a promise: “We hear you, and we’re working to be better for you.
”The company shared stories of its drivers—how they, too, were learning to navigate this new world. These stories reminded people that Bluebird wasn’t just a corporation; it was a community of hardworking individuals striving to improve.
The Message of “Berbenah untuk Berubah”At its heart, the campaign carried a message of humility and determination. Bluebird acknowledged the frustrations of customers who sought greater convenience and faster service. They asked for patience and understanding, not as an excuse, but as a promise: “We hear you, and we’re working to be better for you.
A Symbol of Resilience
“Berbenah untuk Berubah” wasn’t just about upgrading technology; it was about rebuilding trust. Bluebird showed that even a well-established giant could look inward, admit its flaws, and take steps toward growth. This transparency resonated with many Indonesians, who saw their own struggles to adapt reflected in the company’s journey.
Customers began to see Bluebird in a new light—not as a relic of the past, but as a brand willing to fight for its place in the future. The campaign didn’t just aim to win back market share; it sought to rekindle the emotional bond between Bluebird and its riders.
The Road Ahead
Today, Bluebird’s transformation continues. The brand has shown that change is not a destination but a journey, one that requires perseverance and openness. “Berbenah untuk Berubah” is not just a campaign slogan—it’s a philosophy. In an era of rapid disruption, Bluebird’s story reminds us that no matter how big or established we may be, the ability to embrace change with humility and determination is what truly defines greatness.
Berbenah untuk Berubah: Bluebird’s Perfect Blend of Viral Impact and Brand Building
Bluebird’s “Berbenah untuk Berubah” campaign stands as a shining example of how a legacy brand can embrace transformation in the face of modern challenges. The campaign’s viral success lay in its honesty—admitting the need to change in a rapidly evolving industry dominated by technology. This heartfelt confession, paired with tangible actions, struck a chord with audiences, sparking widespread conversations online and offline. But Bluebird didn’t stop at creating buzz. The company embarked on a comprehensive brand-building journey that reinforced its position as Indonesia’s leading taxi provider. From embracing IoT technology to improve efficiency, to continuously training drivers for the digital age, Bluebird showed a commitment to innovation without compromising its core value of exceptional service .By pioneering sustainability with Indonesia’s first fleet of electric taxis and ensuring customer service excellence through multiple channels, Bluebird transformed itself into a modern, forward-thinking brand. This perfect blend of viral engagement and meaningful brand development not only won back customer trust but also solidified Bluebird’s position as the largest and most reliable taxi company in Indonesia. Bluebird’s journey is proof that a moment of virality can spark change, but long-term success is built on values, innovation, and a relentless focus on customer needs.
