GrabBike Digital Campaign

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CHALLENGE Vietnamese people love their personal motorbikes

and will never stop using them.GrabBike would like people to use their product

more often for more reasons.

Find reasons for people using their own bike and/or people using Xe Om/alternatives

to use GrabBike more often=> Open up the brand opportunity

Independent students>= 16 years old

not having personal motorbikes

Dependent students< 16 years old

Having great need for transporting, using bus and sometimes Xe Om as they are very cheap

Parents are sometimes busy and cannot take them to school/ where they play with friendsBut traditional Xe Om riders do not guarantee safe feeling with their messy appearance and unidentified profile.

Cost is not GrabBike’s long-term strategy (will raise price after having a stand in the market)

- Students with smartphone to use the service is small in number => small target group

- Students without smartphone cannot use the service in its most convenient way

Users of Xe Om /

alternatives

What they need

Why not choosing

Þ The c h a l l e n g e : Finding a r e a s o n f o r ttttt ttt tttttt tt ttt “ ”tttttttt

CHALLENGE

TARGETTarget

audience:- White-collars- Income: ABC+

- Modern lifestyle

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After hard-working hours, I’m extremely tired and

want to rest and relax as soon as possible, but having

to self-ride makes me feel more tired

and burdened

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GrabBike provides convenient and

comfortable motorbike transport experience

InsightPeople want to rest and relax after tiring working hours,

but the fact of self-ride makes them feel tired and burdened.GrabBike can help them get rid of that unpleasant feeling

with their convenient and comfortable service

BIG IDEA T a k e a

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Taking a ride with GrabBike is like taking a break

INTRIGUEGiving the vision of the unpleasant self-riding experience

ENGAGELetting consumer

experience the virtual Grab break

AMPLIFYLetting them have

real experience and spread on Facebook

EXECUTION TEASING CLIPS

• Channel: Youtube• Demonstrating the tired feeling after work =>

imagining the vision of self-riding (hot weather, noise, exhausted fume, traffic jam…) scared them => “Not wanting to have that experience? TAKE A GRAB BREAK!” => Visiting the website

INTERACTIVE WEBSITE• Channel: grabtaxi.com/takeagrabbreak• An interactive clip giving the virtual experience of

Grab break.While having someone ride them home, they can:- Listen to music- Look around the streets- Think of crazy, creative ideas- Grab the shirt of Grab riders and imagining they are

on an adventure- ….• Finally, asking them to take part in “Design your own

Grab break”

Intrigue

Engage

EXECUTION Facebook

• Channel: Facebook• Answering the question on website “What are you

gonna do when taking the Grab break” and submit information. The prizes are a free Grab break and a helmet with their name + “I’m gonna …(drawing a picture/doing my nails/…) on a Grab break

• Then they share the photos of the helmet and Grab break experience on Facebook

Amplify

INTRIGUEBe aware of

unpleasant self-riding experience

ENGAGESeeing the virtual experience and

designing their own experience

AMPLIFYEnjoying the real experience and

sharing on their FB