Grab: Bersatu – sacrifice a promo and turn it into a donation

Grab, a tech company, launched a campaign in Indonesia to collect COVID-19 frontline donations, and gain brand love, admiration and trust above a well-loved local competitor.

Campaign details

Brand: GrabAgency: M&C Saatchi PerformanceRegion: APAC



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...

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