How we translated Grab’s new brand positioning of “Everyday Everything App” in a locally-relevant way during Chinese New Year (CNY) 2020.
Challenge:
7 in 10 still did not see Grab as an“Everyday Everything app”.
Despite launching food delivery, groceries, clean & fix, parcel delivery, e-wallet payments and other services, more than 70% of Grab’s Malaysian customers still did not see a need to use any of Grab’s non-transport services.
Grab had recently launched a new global positioning of “Everyday Everything App” with a regional brand campaign in September 2019 with mixed results. With Chinese New Year arriving early in 2020, we needed to find a novel way to ride on one of the biggest shopping occasions and get millions of Malaysians to see value in our everyday-everything app proposition.
Insights
The big idea of our campaign was based on this insight:
There’s a reason everyone hates chores. They suck up a whole lot of our time.
The Malaysian Employment Act defines the workweek as 48 hours. However, working adults – especially those with children – were working up to 72% more hours every single week if you added up hours of unpaid housework.
- On average, mothers reported doing the majority of household chores – 35 hours a week on average
- While dads spend an additional 25 hours a week on housework and chores
- For both men and women, shopping and cleaning were the top two time-consuming chores
In the run-up to Chinese New Year, endless festive to-dos would need to be added to normal household chores; creating the work equivalent of adding a whole other second job with no additional pay!
Big Idea:
Feel free to ‘Tai-Chi’ all your CNY chores to Grab, because HUATever You Want, Grab Got.
Execution:
We created Art of Tai Chi video content around an exaggerated chore-avoiding family.
Based on distinct Grab non-transport use-cases of Food delivery, Online Payments, Groceries, Festive Decorations, specific ad assets were created and served based on Custom Interest and Affinity buys that were popular during Chinese New Year. These included:
- ‘celebration’
- ‘food’
- ‘apparel’
- ‘grocery shopping’
- ‘beauty’
- ‘feng shui’
Results:
Increase sales from Grab’s non-transport services by 11% during 5 week CNY period.
Improve “Everyday Everything App” brand imagery.
