Grab: Percaya – anything's possible when SMEs believe

Grab, a tech company, launched a campaign in Indonesia to win the heart of Indonesians, showing them that the brand was with them during these difficult times.

Campaign details

Brand: GrabAgency: M&C Saatchi PerformanceRegion: APAC

Strategy

Background

Covid-19 truly challenged the Indonesian economy.

Since its spread, social restrictions imposed by the government have prevented the country from operating at its full capacity and a growing number of households haven't been able to fulfil their daily needs.

Small-sized businesses, with lower financial stability, were undoubtedly the most affected. The impact was massive if you consider that more than 95% of all businesses in Indonesia are classified as family businesses, from small to medium enterprises.

It is estimated that Covid-19 cost 60 million Indonesians...

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