Grab Brand App Campaign

Project Year: 2015
Client: Grab, Singapore

Grab is a leading ride-hailing platform in Southeast Asia, specifically in Malaysia, Singapore, Thailand, Vietnam, Indonesia and the Philippines, that offers the fastest booking service for taxis, private cars and motorbikes through mobile app. Since 2012, it has helped solved critical transport challenges and made transport freedom a reality.

To generate better awareness on the benefits and convenience of using the GrabTaxi app as an option to queueing for a taxi, a brand communication exercise was launched targeting the general public especially the shoppers across 10 malls islandwide.

The second wave of brand communication, implemented in four major malls, involved the rebranding of GrabTaxi to Grab. The new Grab encompasses all the company’s services under one umbrella brand with enhancements to improve user experience.

Galleria TV, pillar wraps, escalator bulk head stickers, posters and stickers at taxi stands, floors and waiting benches, entrances and exits as well as glass walls carrying catchy and relatable messages were displayed to create an impactful presence. Tactical promotional codes were used to increase sign-up rate and further engage the existing users. Wider outreach was achieved through magazine ads.