“GRAB CNY Huatever 2021-2022” & “GRAB RAYA 2021 – Bukan Sekadar Pesanan” Campaigns wins Bronze at APPIES Malaysia 2022

Starting this week, MARKETING Magazine will be featuring the Bronze winners of APPIES Malaysia 2022 Marketing Campaign Awards by sharing the campaign stories.

Fishermen Integrated clinched Bronze in the same category for two different campaigns this year, in doing so becoming one of the agency after InvictusBlue with the most Bronze wins in Malaysia. Two of the Bronze winning title were for GRAB and GRAB Malaysia.

The lineup of judges were amused with Fishermen Integrated’s  intriguing campaigns that further led to them winning the Bronze trophies.

The Chinese New Year brings to every Chinese household a plethora of chores including cleaning the house, buying new clothes, and preparing food and gifts. 

Grab being a superapp, positioned themselves to being the one stop solution to these chores where their verticals (GrabFood, GrabMart, GrabPay, GrabExpress) available on the Grab app, could help ease the family’s burden by using them to complete their tasks.  

In 2021 where CNY was celebrated within Covid restrictions and lockdowns, the agency positioned Grab playing an important role in helping all members of the family prepare for Chinese New Year within the comfort of their home. 

In 2022 where CNY was celebrated with extravagance to make up for lack of celebration in 2021, we position Grab to help families “Prepare for HUATever” that comes to their doorstep including relatives, friends and strangers during their biggest CNY celebration ever.

Grab still faces a challenge where users are using mostly GrabCar or GrabFood as they do not see the value of other verticals beyond being functional. 

Hari Raya 2021 was another year spent celebrating in lockdown. With the theme of giving back and doing good deeds during the season, the agency saw an opportunity for Grab to show Malaysians that the app plays a part in giving back to the community. 

This led the agency to their festive brand film idea ‘Bukan Sekadar Pesanan’ which translates to ‘not just an order’ and how behind every order, there is more goodness you give. 

The heartwarming video features 4 different scenarios of consumers using Grab (while promoting 4 different verticals) to complete their Ramadan Raya celebrations. 

The twist is that the film rotates to show the other side of each Grab order – where riders and merchants are able to provide their family a good Raya celebration from the earnings they get from Grab.