GrabMart: Wet market digitalise the least digital

Grab, a technology company, supported the economy during the COVID-19 pandemic in Southeast Asia by launching a digital wet market promoted through video content.

Campaign details

Brand: GrabLead Agency: Mindshare VietnamRegion: APAC

Strategy

Objective

The agriculture sector in Vietnam represents a huge part of the economy and big cities like Hanoi, Ho Chi Minh city and Danang are in prime locations with their "green perimeter" allowing fresh produce to come into the cities everyday in a matter of a few hours.

A strong part of Vietnam's heritage and rich cultural tapestry is the bustling wet-market bringing famers & citizens together.

However, modern trade outlets such as supermarkets, hypermarkets and convenience stores are growing in popularity meaning consumers in Vietnam...

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