Grab
Grab
Ride-hailing
Grab passengers in Singapore sometimes behave poorly in Grab rides, causing unhappiness among Grab drivers. The poor behaviour spikes during Halloween, especially when drunk passengers throw up in rides. How do we educate passengers who are too-oft exposed to various PSAs in Singapore?
We used humour to get passengers to have empathy for drivers, by launching a low-budget horror-comedy series called Grab Halloween Horror Stories. With a measly budget of $5000, we produced 3 online video content, and ran them during Halloween. After the campaign, we saw conflict reducing by 60%, and passengers’ tips for drivers even increased by 11%.
ECD: Carina Teo
CD: Neo Ming Yi
Copywriter: Neo Ming Yi, John So
Art director: Yvonne Lim, Lync Ng
Animator: Lync Ng
Illustrator: Lee Peng Chun
Producer: Dawn Yee
Marketing team: Gillian Ang, Ella Choo, Jerren Liu
Audio House: Fuse
