Grab Indonesia: Siap antar Ramadan

Grab, a transport company, increased sales and favourability in Indonesia by launching a sing-along musical on YouTube during Ramadan when celebrations had been cancelled due to COVID-19 lockdowns.

Campaign details

Brand: Grab IndonesiaContributing Agency: Grab Creative NetworkWinning Category: Best Collaboration: Brand & YouTube CreatorsPrimary Objective: ConsiderationFormat: TrueView In-Stream Ads, Bumper Ads, YouTube Masthead, Discovery Ads

Background/Context/Business Objective

A Muted Ramadan.

As we prepare for the coming Ramadan in 2020, we know that we can prompt higher AOV for our core businesses: Food, Transport and Logistics (GrabExpress). After all, this is Indonesia’s biggest festive season.

But then Covid hits and turns the world upside down. Just a month before Ramadan, life was suddenly put into a screeching halt. At first,...

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