Southeast Asian ride-hailing company Grab has unveiled a regional brand campaign titled "Never Stop", to articulate the firm's goal of empowering its partners, users and communities through its everyday products and services. According to Grab, the spot was inspired by the everyday lives of its users and partners.
The spot will be part of a digital and OOH push in all six markets across Southeast Asia - Singapore, Malaysia, Indonesia, Thailand, Philippines and Vietnam - for four weeks. This will be accompanied by ads on the Grab's app and as OOH, to push its positioning as the "Everyday Everything App".
Mimicking the viral trend that emerged in 2016 called mannequin challenge, the video features a 70-year old with hoards of overdue bills who becomes a Grab driver to pay them off, but also impacting a new dad-to-be by driving him to the hospital where his wife is in labour. This then ties to a nurse taking a shot of the new dad with his wife and kid, who never let her overtime shifts get in her way of being a full-time parent.
The emotional spot evolves to show a Grab driver in a wheelchair, not allowing her disability to stop her from achieving more and continues to feature a young lad putting himself through college by doing Grab deliveries, and his grandma gets savvy using Grab's app.
Watch the spot here:
Along with this spot, Grab has also released a four-minute documentary titled "GrabForGood: Stories that Inspire" featuring Grab’s driver and merchant-partners. The film aims to commemorate these partners' ambition and tenacity in pursuit of a better life for themselves and their loved ones. The "Never Stop" campaign and "GrabForGood" film was a collaborative effort between Grab’s brand and creative team, 72andSunny, Mindshare and M&C Saatchi Performance.
Both the brand videos were rolled out as part of Grab's “Grab for Good” launch where it partnered Microsoft to gain access to technology, upskilling and digital services. The videos are primarily targeted at the existing user base, and to inspire these users with stories from fellow Grab platform users.
Speaking to Marketing, Grab's group VP of marketing Cheryl Goh said the campaign raises awareness for the growing breadth of services on the ride-hailing platform and its ambition to help an individual fulfill their aspirations. "We pay tribute to the relentless spirit of our partners and users across Southeast Asia - those who despite the odds, keep moving and never stop," she added.
Since launching in 2012, Grab has evolved from ride-hailing into an ecosystem that spans from food, parcel, grocery deliveries, mobile payments, hotel bookings, video streaming, health and more. Recently, Grab brought its “Break the Silence” initiative of supporting deaf driver-partners to the shores of Singapore and Indonesia. The Grab app will be adding process improvements and new features such as dedicated customer support live chat for hearing-impaired Grab driver-partners to communicate with their passengers.
According to Goh, Grab has always been a company that puts social impact on par with business success. "As we grow and evolve as Southeast Asia’s Everyday Everything App - we remain more committed than ever to leverage our platform and technology to tackle more of SEA’s challenges and deliver greater positive social impact," she said.
[MARKETING is proud to once again present PR Asia in Singapore this year. Join us to hear Cheryl Goh share her story and present for a series of exclusive case studies, interactive and thought-provoking discussions this 13-14 November in Singapore and discover the latest strategies, insights and groundbreaking ideas to elevate your PR practice. Register now!]
Meanwhile, Grab also launched a multi-year plan to equip individuals and small businesses with the necessary technology skills and tools to thrive in the new digital economy. This comes on the back of its inaugural social impact report, which shows that it has contributed an estimated US$5.8 billion to Southeast Asia’s economy in the 12 months leading to March 2019.
Mentioned earlier in the article, the "GrabForGood" social impact programme comes with ambitious goals by 2025, one of which involves bringing digital literacy and greater inclusion to three million Southeast Asians through partnerships with governments, private companies and non-profit organisations.
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