How the Grab Super App became the way to go in solving Hari Raya dramas in the future.
Hari Raya was approaching and Grab wanted Malaysians to know that we offered more than just rides. Our Super App has multiple services like GrabPay, GrabFood, GrabExpress and more.
The big idea for our campaign was based on these insight:
Many Hari Raya Films of the past, and very likely the future, are based on life’s dramas. Problems that could’ve been avoided if only they used the Grab.
So we took other brands’ Raya films, and turned them into our own ad. We built our own time machine, a Delorean Saga, and revisited the crisis of those viral films from the past. We showed how Grab easily solved these dramas.
The film was viewed 4.6 million times, 20% of which were organic – that’s 6x more organic views and 3x more shares versus the previous campaign.
30% more Grab Packs were sold versus previous campaign
The number of customers who used 4 different services Doubled.
1 month after the campaign: Non-Ride Usage among customers increased by 40%