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Grab
Turning A User Hack Into An Opportunity

RAN IN: Cambodia, Indonesia, Malaysia, Myanmar, Philippines, Singapore, Thailand, Vietnam

CLIENT
Grab

1. Carina Teo - Regional Head of Creative 2. Sulin Lau - Leads Marketing for countries & Grab Brand 3. Mindy Yap - Head of Regional Brand Marketing 4. Adeline Kwek - Head of Regional Campaigns & Brand Partnerships 5. Jalene Seah - Assistant Manager 6. Mingyi Neo - Creative Director 7. Juwita Aryani Natanagara - Art Director 8. Pia Dhaliwal - Copywriter 9. Edison Tan - Creative Producer 10. Rachel Ong - AV Producer

AGENCY
SUMMARY

Most product innovations are designed to LEAD the user. Very rarely do tech companies stop to LEARN how users are creatively using our tech in unexpected ways. This Effie case is inspired entirely by Grab users creatively lifehacking our app in a way we never expected. We noticed an odd trend during the pandemic: ordinary users were "hacking" GrabFood and GrabMart deliveries platform to send on-demand gifts to friends and families living in other countries and cities. This "hack" inspired us to create a new 100+ cities Intercity Gifting


Hero Medium: Ecommerce

Audience: Mass, public

Objectives: Increase sales, volume, increase market share

Language: English