From discovery to conversion: The success stories from GrabAds’ Trailblazer Awards

This post is sponsored by GrabAds.

The strongest marketing today is not defined by how widely it reaches, but by how brands turn everyday interactions into meaningful engagement.

Winners of the inaugural GrabAds Trailblazer Awards 2026 in Singapore showed the answer lies not in more media, but in being present where consumers are most engaged – both online and offline.

Across categories, brands weren’t just capturing attention on screens. They adopted bold and creative strategies that pushed the boundaries of advertising across Grab’s platform, while ensuring relevance, intent, and ultimately, customer conversion.

Intent is the new currency in retail media

Retail media networks such as GrabAds have become a mainstay for advertisers looking to connect media exposure to business outcomes, whether that’s purchases, repeat orders or store visits.

In an environment shaped by fragmented attention and declining third-party data, their advantage is clear: the ability to engage consumers when they are already in a decision-making mindset.

As a super-app used daily across transport, deliveries, and payments, Grab offers a unique layer of context. These everyday interactions generate high-frequency and real-world intent signals – from planning meals to commuting or running errands.

With more than 60% of users across the region transacting each time they open the app, discovery and conversion can happen within the same session, reducing friction across the funnel. What sets these moments apart isn’t just where brands show up, but when consumers are already primed to act.

Turning everyday moments into action

The Trailblazer Awards showed how brands are using multiple Grab touchpoints together – from in-app ads to rides and rewards – to move consumers from discovery to action.

For Coca-Cola, that meant turning everyday food delivery into discovery. Its “Foodmarks” campaign tapped into real ordering behaviours to surface curated local favourites best paired with Coca-Cola, enabling consumers to move from inspiration to instant purchase.

Meanwhile, ERA Singapore demonstrated how precision and scale can work hand in hand. By leveraging automated placements across key in-app surfaces, and layering incentives through GrabGifts, the brand drove sign-ups for its VIP programme with clear and measurable results.

The power of integrated storytelling was most evident in HBO Max’s Grand Prix-winning “IT: Welcome to Derry” campaign. By combining high-impact formats such as home page takeovers, Splash Ads and a native video with offline extensions such as in-car tablets and vehicle wraps, the campaign turned everyday journeys into immersive brand experiences.

Even public sector campaigns demonstrated the same principle. The Singapore Food Agency’s “Farm-to-Table Recognition Programme” combined visibility with incentives to drive trials of F&B brands that used local produce on GrabFood – lowering barriers to entry while achieving a broad reach.

A simple formula behind standout campaigns

Despite varied objectives and formats, the strongest campaigns shared a common approach: showing up at the right moment, in the right context, and making the next step feel natural.

From Warner Bros Discovery being named “Brand of the Year” to Hearts & Science taking “Agency of the Year”, the winning work reinforced that effectiveness isn’t about complexity, it’s about bold ideas and a flawless orchestration.

Raveena Udasi Mathew, group business director of Hearts & Science, said the success reflected “a team that refuses to play it safe” – bringing together multiple touchpoints across the Grab ecosystem to create a more connected and immersive experience.

By aligning formats, incentives and context, brands were able to guide consumers seamlessly from discovery to action.

When O2O comes to life

Across the region, brands are already pushing these ideas further and using Grab’s ecosystem to connect digital engagement with physical experiences and driving even stronger results.

A standout example was from Samsung Vietnam, which effectively leveraged GrabAds’ offerings to demonstrate its Galaxy AI feature as a culturally relevant and intelligent assistant for users. Every stage in a passenger’s journey was a step towards a “Techritage” experience, designed to show how technology and heritage can be melded for a culturally resonant campaign.

Consumers were engaged from in-app ads featuring local celebrities, and received incentive nudges that directed them to visit cultural sites to rediscover Vietnam’s history with Galaxy AI.

In-car AI education showrooms also turned idle journey times into discovery journeys, where passengers experienced how Galaxy AI understands local context, culture, and place in real-time. In addition, the scale and visibility of the campaign was enhanced with 100 fully wrapped Grab cars, which operated as roving billboards in the cities.

The campaign drove increased brand awareness and purchase consideration, which resulted in significant sales growth for the Galaxy S25 series in 2025.

More than media, but an ecosystem for action

For advertisers, the takeaway is clear. GrabAds is no longer just about in-app placements or in-vehicle screens. It’s an ecosystem where discovery, decisions, and transactions converge.

From search and native formats to rewards, rides, and real-world activations, brands have the tools to design campaigns that move with consumers – not chase them.

As the Trailblazer winners showed, the opportunity isn’t just to be seen. It’s to be acted on.

Ready to launch your next Trailblazing campaign? Connect with the GrabAds team at https://www.grab.com/sg/business/ads/get-in-touch.