CLIENT
GRAB
Carina Teo, Executive Creative Director
Ming Yi Neo, Creative Director, Regional
Sulin Lau, Regional Head of Marketing and Brand
Gillian Ang, Country Marketing Head for Singapore
Ella Choo, Marketing Manager - Brand, Singapore
AGENCY
Carina Teo, Executive Creative Director
Ming Yi Neo, Creative Director, Regional
Sulin Lau, Regional Head of Marketing and Brand
Gillian Ang, Country Marketing Head for Singapore
Ella Choo, Marketing Manager - Brand, Singapore
M&C Saatchi Performance
Annieke Puylaert, Senior Marketing & PR Manager APAC & Global
SUMMARY
Incidents of clashes between Grab drivers and passengers were escalating.
Majority of these conflicts erupt over seemingly trivial behaviors - disagreements over routes taken, wrong addresses entered and passengers who’ve simply drunk a little too much.
Past “ride etiquette” tips had simply not worked - too preachy, thus falling on deaf ears. So in 2022, Grab Singapore decided to try humor instead.
We took advantage of Halloween to teach passengers how to avoid being drivers’ worst Horror stories. It worked, resulting in -60% decrease in conflicts between drivers and passengers.
