Grab Malaysia has launched its #GrabDurian campaign for the fourth year running, capitalising on the durian season to satisfy consumers' cravings and hype up its GrabPay services. The latest campaign ropes in GrabPay to encourage consumers to go cashless, allowing them to top up or spend money on GrabPay Credits to pay for a variety of services.
Grab consumers can enjoy RM15 off their bill on 21 and 22 July 2018, when they pay using GrabPay Credits from 2pm to 10pm at all participating #GrabDurian outlets in Klang Valley, Perak, Penang, Johor, Melaka, Sabah and Pahang.
In a statement to A+M, Grab's spokesperson said it will primarily leverage internal assets such as in-app messaging, social pages on-car advertising to encourage the visibility of the campaign. In addition, Grab also leveraged on social media influencers to help create more buzz about the campaign.
Last year, the ride-hailing company introduced The Durian Games 2017, enabling passengers to enjoy D24 Durian worth RM90 each, from as low as one GrabRewards point. This was also in a bid to get passengers to take more Grab rides, as it will lead to the accumulation of more GrabReward points which can be used for the campaign.
Grab also launched this campaign in Singapore last August for the third time, which allowed 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. 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.”