Astro Radio has kickstarted a three-month campaign with Grab to provide a new user experience for passengers who hop on selected Grab cars. The campaign, which will involve 230 Grab cars in the Klang Valley, is also expected to generate impressions by way of promotional car wraps and in-car hangers.
Starting 11th March 2019, Grab passengers in the Klang Valley have the choice of enjoying Astro Radio brands via the ride-hailing app as they commute. Upon booking a Grab ride, passengers will be notified through an in-app message indicating they will be travelling in an Astro Radio vehicle and they can opt to listen to any of the ten Astro Radio brands offered – HITZ, MIX, LITE, MY, MELODY, GOXUAN, ERA, SINAR, ZAYAN, or RAAGA – throughout their journey.
In a statement to A+M, Astro Radio’s spokesperson said it partnered with Grab because it was Malaysia’s “leading ride-hailing provider” and was able to give it the required reach for this pilot campaign. The spokesperson added that through this partnership, it will be able to create value and build long-term brand affinity to grow its community of 15.3 million fans.
The Astro Radio-Grab collaboration aims at enhancing the end-to-end journey of passengers while enabling a seamless and complete digital user experience across all mediums. Last year, Astro Radio refreshed all its 11 radio brands by dropping the FM suffix to align with its new brand promise. The move serves to align its radio brands with its new brand promise “to engage fans across multiple platforms with content that resonates with all segments of the population”.
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