Grab paints KL green with bold displays for ASEAN Summit delegates

Grab Malaysia, as the official partner of the 47th ASEAN Summit, welcomed ASEAN leaders, delegates, and media representatives to Malaysia, while highlighting its regional journey and services through a series of high-impact digital and outdoor displays this past week.

From the moment delegates arrived at KLIA, Grab’s presence was hard to miss. Digital screens in the airport arrival halls greeted visitors with vibrant visuals, while billboards along major highways and high-traffic zones across the city reinforced the welcome message. The displays extended to key urban touchpoints, including high-visibility digital placements at KLCC, effectively painting the city green in celebration of the summit.

Grab's head of marketing Ko Li Ping told A+M, the company's initiative across the city is a celebration of the milestone and partnership with MOFA to support Malaysia's ASEAN chairmanship. "It's a warm welcome to all the ASEAN leaders and delegates throughout their journey as they visit Malaysia, from the moment they land at KLIA, to when they attend the summit, and is a reflection of our commitment to connecting communities across Southeast Asia," she said. 

At the heart of these installations was Grab’s story. Indoor displays at the KLCC Convex Crossing showcased the company’s transformation from MyTeksi in 2012 to a regional technology leader across eight ASEAN countries. The storytelling not only engaged viewers visually but also positioned Grab as a homegrown success that thrives through regional collaboration, a subtle nod to ASEAN’s integration and shared economic potential.

Don't miss: Grab driver partners take centre stage in ASEAN travel series with KS Lagi

Complementing the visual spectacle, Grab launched the ASEAN Delegate Pass, offering exclusive discounts on transport, food, and GrabMart services. These practical touchpoints reinforced the brand’s commitment to inclusivity and accessibility while highlighting the everyday utility of the superapp.

The displays were designed not just to welcome delegates but to celebrate Grab’s journey and regional footprint, creating memorable, photo-worthy moments across the city. 

The visual elements for the campaign were crafted by creative agency The Clan, who designed the digital and outdoor displays that transformed Kuala Lumpur into a summit-ready showcase. Media planning and placement support came from Accenture Song, which helped secure the key screens, billboards, and urban touchpoints to ensure maximum visibility and impact throughout the city.

Besides the billboards and visual displays, the brand also released an FOOH social video featuring digital helicopters flying ASEAN country flags over KLCC and a large Grab blimp carrying a banner that read: “Welcome to Malaysia, leaders and delegates. #GrabBersamaASEAN.”

"The branding initiative all around the city is just one way we’re showing our support for Malaysia’s ASEAN chairmanship," said Ko. "Beyond welcoming ASEAN leaders, we’re also spotlighting the spirit of ASEAN through collaborations like the one with Keluar Sekejap Lagi, where we created a travel webseries bringing out driver-partners to neighbouring ASEAN countries to experience the region’s shared culture and connections firsthand."

This is in reference to "Rakan Grab Jelajah ASEAN" (“Grab and Friends Tour ASEAN”), a three-part video series following driver- and delivery-partners as they journey across Indonesia, Thailand, and Vietnam, capturing the everyday experiences that inform Grab’s hyperlocal solutions. In the first episode, KS Lagi host Shahril Hamdan travels with Malaysian driver-partner Syukri Ghazali to Bali, exploring the island’s scenery, food, and tourist attractions, and illustrating how real stories on the ground drive innovation across Southeast Asia.

"Together, these initiatives celebrate what makes our region truly special: our diversity, unity, and drive to move forward as one," Ko added. 

While the summit’s broader agenda focused on ASEAN cooperation, sustainability, and digital inclusion, Grab’s contribution was tangible and highly visible. By combining immersive visual storytelling with functional service offerings, the #GrabBersamaASEAN (Grab together with ASEAN) initiative created both aesthetic impact and practical support, reinforcing Malaysia’s hospitality and the company’s role as a regional connector.

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