Grab runs regional CNY campaign promising 'Huatever you want, grab got'

Grab Malaysia has launched its 2020 Chinese New Year campaign titled "Huatever You Want, Grab Got”. The campaign is done in collaboration with Malaysian advertising agency Fisherman Integrated, and aims to showcase the versatility of the Grab app.

As part of the campaign, Grab Malaysia unveiled a short film "The Art of Tai Chi". The three-minute film was uploaded on its YouTube channel on 7 January, and features a Chinese family that is preparing for the Chinese New Year celebrations. The mother in the film orders the other family members to run some errands, but these errands are deflected and land on "Little Bro", the youngest member of the family. Little Bro eventually learnt the art of Tai Chi (a type of Chinese martial arts) and deflects all the tasks to the Grab app.

The film showed references to the well-known comedy Kung Fu Hustle, where the characters "Landlady" and "Landlord" are Chinese martial arts experts well-versed in a screaming technique called the "Lion's Roar" and "Tai Chi" respectively.

According to Hassan Alsagoff, Grab Malaysia’s country marketing head, the film has gained "strong traction and positive feedback" with over 4,164,036 views, as well as 702 reactions, 62 comments on YouTube and 16k likes, 592 comments and 3.3k shares on Facebook as of 23 January 2020.

Last year, Grab Malaysia launched a similar short film for Hari Raya titled "#BuangBalikRaya". The film paid homage to some of Malaysia’s most memorable Raya ads in the past such as Dugaan Raya Aida by TNB, Pengacau Raya by Bank Simpanan Nasional and Biru by Graph Studio, and also aimed to demonstrate how, with its array of services, it can help people ease through their Hari Raya preparations and save time in order to spend it with their loved ones.

“Our everyday, everything app makes it easy and convenient for everyone to take care of their Chinese New Year preparations. From transport to food delivery, shopping and more - all through a mobile wallet - you can get 'Huatever' you need, from a single app," Alsagoff added.

Andrew Tan, ECD of Fishermen Integrated, said the agency saw the opportunity for Grab to help people who get Chinese New Year errands pushed onto them by providing a platform they can outsource to.

“Leading up to Chinese New Year, Grab introduced new services beyond transportation to help Malaysians prepare for the celebration. Through an entertaining martial arts film, we helped convey the message that whatever they need, they can ‘tai chi’ it to Grab," he added.

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