Campaign details
Brand: GrabAgency: M&C Saatchi PerformanceRegion: APAC
Strategy
Objective
In July 2021, 4 weeks before Indonesian National Day, Indonesia became Covid's global epicentre as the Delta variant quickly overwhelmed healthcare capacity and claimed over 100,000 Indonesian lives. Hundreds of Indonesian non-profits and companies initiated public donation drives but many of these crowdfunding efforts were hampered by lack of scale: either poor offline reach and/or poor adoption of digital payment methods in such a populous country.
As a tech company with a broad online to offline reach, Grab had a clear moral duty to use...