Grab, the Singapore-based technology company offering ride-hailing transport services, food delivery and payment solutions, is the brand which has achieved the highest uplift in its Ad Awareness over the past month.

The rise coincides with its latest #SubscribeToLife campaign which encourages people to sign up for Grab’s subscription plan to save money on rides and food delivery.

Launched a month ago, advertisements feature a man called Barry who’s always on the look-out for ways to save money, whether by eating the same lunch every day or hunting down the best holiday deals.

They conclude with him turning into a skeleton and a voice-over encouraging viewers to not be like Barry, and to subscribe to a Grab plan to enjoy savings. The videos have garnered over 1 million views on Facebook alone.

YouGov BrandIndex data shows that Grab’s amusing ads have captured Singaporeans attention. Grab’s Ad Awareness score (whether someone has seen an advert for the brand in the past two weeks) has risen from 47% to 52%, jumping five percentage points.

Singaporean consumers are not only noticing Grab ads, the brand has also seen an increase in Current Customers, with its score on this metric jumping from +47.7 to +53.6. The increase of +5.9 points indicates that the number of people using the Grab app in the past month has increased.