CLIENT
Grab Philippines
1. Sulin Lau - Regional Head of Marketing & Brand
2. Justine Anne Aruta - Country Marketing Head
3. Gretchen Que - Head, Integrated Marketing Services
4. Kristopher Mauricio - Head, Marketing
AGENCY
1. Herbert Hernandez - Chief Creative Officer
2. Badong Abesamis - Chief Creative Officer
3. Leslie Cua - Creative Director
4. Sajid Guerrero - Art Director
5. Nanais Hernandez - Strategic Planner
6. Jake Yrastorza - Managing Partner
SUMMARY
How does a food delivery platform launch its subscription program against a dominant player with a two-year headstart, an omnipresent marketing push, and a 98% bigger budget, in a year when food deliveries are dropping?
You take an endearing Filipino habit, and tie it to your brand.
With just two online videos, GrabFood increased subscriptions by 200%, ballooned its share of voice to 80%, and grew its market share by more than 100%. Talk about grabbing a crisis and turning it into an opportunity.
