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Grab
Turning a user hack into an opportunity

RAN IN: Indonesia

CLIENT
Grab

1. Pancaputera - Group Creative Director 2. Sulin Lau - Leads Marketing for countries & Grab Brand 3. Rahadian Fajar Kusuma - Head, Brand & Integrated Marketing Communications 4. Inggritha Adwinchia - Marketing Manager 5. Meryl Emma Karenina - Assistant Manager, Brand & Integrated Marketing Communications 6. Johan Sihombing - Marketing Campaign Manager 7. Andruya A - Creative Director 8. Galuh Syafitri - Assistant Social Media Manager 9. Debojyoti Amitava Sanyal - Integrated Media Planning Manager 10. Farrell F - Assistant Partnership Manager

AGENCY
SUMMARY

Most product innovations are designed to LEAD the user. Very rarely do tech companies stop to LEARN how users are creatively using our tech in unexpected ways. This Effie case is inspired entirely by Grab users creatively lifehacking our app in a way we never expected. We noticed an odd trend during the pandemic: ordinary users were "hacking" GrabFood and GrabMart deliveries platform to send on-demand gifts to friends and families living in other countries and cities. This "hack" inspired us to create a new 100+ cities Intercity Gifting


Hero Medium: Ecommerce

Audience: Mass, public

Objectives: Increase sales, volume, increase market share

Language: English