Coway, a consumer electronics company who advocates healthy living, has launched a “Stay Safe” campaign in Malaysia. Done in collaboration with Universal McCann Malaysia (UM) and Grab, the campaign aims to give away 10,000 kits consisting of hand sanitisers and masks to GrabFood delivery customers of selected eatery outlets within greater Kuala Lumpur.
The kits are made available to GrabFood customers for purchases from Salad Atelier Cafe outlets in Sunway Pyramid, KL Eco City, Paradigm Mall, Intermark or The Weld, and myBurgerLab outlets in Sunway, Seapark, Bangsar, OUG, Cyberjaya or MyTown (Cheras). According to a press release, the campaign aligns with Coway’s vision of being "The Life Care Company", which contributes to the promotion of a healthy and happy life, while approaching customers and society with kindness.
Kyle Choi Ki Ryong, managing director of Coway Malaysia, said it chose to provide the kits for GrabFood customers because the most vulnerable in society are currently relying on food delivery services for their daily essentials to avoid being exposed to the virus. "The team at UM understood this intention, demonstrated agile thinking and quick execution to turn around the Grab partnership," he added.
Amit Sutha, CEO of UM said the campaign idea which tapped on the Grab partnership came from Coway's recent donation of 100,000 pieces of surgical face masks to the Malaysian police force to thank them for their sacrifice and contribution as front-liners. He also said that Grab was a natural partner choice for this initiative due to its wide penetration in Kuala Lumpur, adding that the team at UM had to navigate some challenges around food safety and resource allocation to make the campaign happen.
Meanwhile, food delivery services in Malaysia have also implemented contactless deliveries to minimise social contact with its customers. KFC Malaysia recently launched a contactless delivery option on its web and mobile app, allowing both riders and consumers to keep a safe distance from one another. It also has a self-collection option for consumers who order online. Besides KFC, Pizza Hut, Grab and foodpanda have also implemented contactless deliveries. For Grab in particular, contactless deliveries also include food and items purchased from its online marketplace GrabMart.
Malaysian agency heads react to 2-week lockdown
Neelofa aims to raise awareness of COVID-19 via IG chat show
Malaysian brands and agencies put a fun twist to logos to reflect social distancing
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window