Grab has launched a campaign for the week of National Day to spread some Singaporean joy and national pride, by gifting durians to consumers.
Known as #GrabDurian, the third annual campaign allows Singaporeans to order a box of Mao Shan Wang durians via the Grab app, which will then be delivered by one of the company's #GrabDurian drivers. As part of the campaign, which ends on 13 August, Grab has wrapped 35 of its fleet with #GrabDurian branding. #GrabDurian will also run on social media and online channels.
To mark National Day, the Grab app also made use of Singlish to communicate with commuters, using phrases such as "Yay, driver here liao!" and "Wait ah, finding driver." According to Ershad Ahamed, head of marketing, Grab Singapore, passengers loved the use of Singlish on the app. As a result, the ride-sharing company will be extending it for a few weeks after National Day.
The Grab-led campaign will also celebrate Grab's Platinum and Gold members by providing them an exclusive GrabReward offer, ahead of the broader public release.
“National Day is a very special opportunity to celebrate all things Singaporean – and what’s more quintessentially Singaporean than durian? #GrabDurian has been incredibly popular for the last two years, which is why we’re so excited to bring it back this year," Ershad Ahamed, head of marketing, Grab Singapore.