Campaign details

Brand: GRAB
Lead agency: Telkomsel
Country: Indonesia

Strategy

Objective

Grab is one of the O2O platforms headquartered in Singapore and is used most often in Southeast Asia, providing daily necessities for customers including trips, food delivery, delivery of goods - and payments using digital wallets.

However, as a king in ride hail tech business, it turns out that the interest of Indonesians with cash less balanced with their interest in e-wallet services. Therefore, Grab wants to answer this challenge by encouraging consumers to top up. To face this challenge, GRAB create marketing campaign called "OVO TOP UP DRIVER" to get people to do top up and increase purchase retention.

OVO itself as one of financial technology platform in Indonesia. Whose having e-wallet as their backend system. But, in order to deliver the campaign, GRAB needs to deliver right messages to right person and they choose Telkomsel DigiAds as their partner to achieve that.