Gokada Nigeria: #Gokada2.0

Gokada, a motorbike hailing service, launched a media event that reversed negative brand perceptions by allowing the media to meet its newly-trained drivers and new bikes after a temporary closure due to bad service in Nigeria.

The Brief/The Client

On August 13, 2019, Mr. Fahim Saleh, Founder and CEO of Gokada, a tech-backed bike-hailing service, published what he thought was an innocuous feedback on his encounter with his Gokada rider (Pilot) on his Medium page.

The post highlighted a candid account of his experience on his own service, bordering on poor service delivery and riders' non ad-herence/understanding of the use of GPS for traffic navigation. He was disappointed and consequently temporarily shut down the service for the riders to undertake an intense retraining.

However, the media misunderstood his honest intention and mis-represented the post as a...

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