Unbranded bus stops. Unbelievably click-baity.

Agency

Grab

Client

Grab

Product/Service

GrabFood Dine Out

Brief

Brands spend millions on advertising, and the more they invest, the more they think they need to say. Ironically, this makes the ads easier to ignore. The Grab marketing team faced the same issue when attempting to launch Bar Deals (“but no one associates Grab with drinking!”) through a new feature (“no one knows GrabFood does Dine Out!”). Oh, and the product was quite hard to find in the Grab app. Tldr; they had three problems…in one brief. And previous attempts to advertise this promo hadn’t really worked.

Solution

Using bold neon signs (familiar to bar-goers) as a reference point, we let the deal speak for itself. We kept the ads unbranded for intrigue…so anyone interested would be compelled to scan the QR code, which would immediately lead them to the deals page in the Grab app, thus circumventing the discoverability issue.

Credit

ECD: Carina Teo
CD: Neo Ming Yi
Copy: Neo Ming Yi, John So, Mei Yan Loong, Tan Pei Ru
Art: Carina Teo, Wilson Ariyaduta, Yvonne Lim, Reese Lee, Cassie Yow, Juwita Aryani Natanagara
Creative Producer: Dawn Yee, Nicole Lee
Country Marketing Head: Gillian Ang
Head of Marketing (Deliveries): Sherene Loh
Marketing Manager: Grace Fu