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Grab
JustGrab - The Real-Time Campaign to Introduce Dynamic Fixed Upfront Fares

RAN IN: Singapore

CLIENT
GRABCAR PTE LTD

Gillian Ang/ Country Marketing Manager/ GRAB
Denzel Woo/ Senior Marketing Executive/ GRAB
Ershad Ahamed/ Head of Marketing (Singapore)/ GRAB

AGENCY
BLKJ PTE LTD *Lead Agency

Joji Jacob/Creative Co-Founder/BLKJ
Lester Lee/Creative Co-Founder/BLKJ
Khalid Osman/Creative Co-Founder/BLKJ
Paolo Agulto/Creative Group Head (Copy)/BLKJ
Rachel Chew/Senior Writer/BLKJ
Christine Frances Lim/Art Director/BLKJ
Cindy Roselina/Art Director/BLKJ


SUMMARY

JustGrab - a dynamic, winning innovation that needed an equally ambitious kick-off - that looked past traditional advertising to win faster than fast, in real time. A reactive approach that truly delivered and proved its dynamic offering to cynical Singaporeans. Leveraging live data pulled from Grab’s price analytics platform, everything in real time everywhere - public live fare comparisons, fare updates at taxi stands, contextual messages nationwide. And free rides if JustGrab isn’t Singapore’s cheapest, fastest ride. In 6 days, JustGrab became Grab’s biggest vertical, growing 35% faster than previous launches.

CASE VIDEO


Classification: National

Language: English