Campaign details
Brand: GrabAgency: GrabRegion: APAC
Strategy
Objective
RECORD 50% FUEL PRICE SPIKE PUTS GRAB'S DRIVER SUPPLY AT RISK
In February 2022, Vietnam's economy was barely starting to recover when Russia invaded Ukraine. In just 6 months, prices of petroleum products in Vietnam rose over +50% to USD 1.33 per liter, the highest ever in over 3 decades.
Grab's ride-hailing business relies on a stable, reliable and loyal "supply" of drivers.
However, the +50% increase in fuel cost in 2022 was putting this supply at risk since all Grab drivers need to subtract the cost...