What happens to your brand’s annual Ramadan campaign when all studios are closed and government-mandated movement control measures mean ‘normal’ film shoots simply cannot happen? In Grab’s case, the ‘safe distancing’ necessity really became the mother of invention.
Grab’s team in Malaysia analysed Google Trends data to see what Malaysians generally search for during Ramadan and especially during this unusual stay-at-home period. They then built their entire campaign around trending search intents: “Amy Cari, Grab Ada” (translation: Whatever Amy Searches for, Grab has it.”)
The resultant campaign features rock legend Amy Search adjusting to life in a ‘safe distancing’ world. He tries his best to avoid grocery shopping hiccups, learns how to disinfect his home safely, and how to support struggling local street food stalls at a time when the government has closed all restaurants and Bazaar Ramadan markets.
Because of Malaysia’s strict Movement Control Order (MCO), the campaign was entirely re-designed to be shot from home – with Graph Studio and Fishermen Integrated (the same team behind “Kucing Happy”) virtually directing main talent Amy Search in a VLOG-style shoot in Amy’s own home.
In Indonesia, the upcoming campaign “Grab Siap Antar Ramadanmu” (translation: Your Ramadan, delivered by Grab) is a music video shot at talents’ own family homes using a combination of DIY props, puppets and miniature cardboard sets with lyrics and music composed by Grab’s own employees. The #SiapAntarRamadanmu campaign highlights the spirit of Grab’s delivery rider heroes that are ready to bring joy and happiness to Indonesians and appreciates Indonesians who can still be productive from their own home, as they follow the government’s ask to stay at home.
“These challenging times have really brought Grabbers closer as a team and unlocked our platform’s ability to rapidly innovate – from helping local governments to digitalise Ramadan street food stalls and wet markets; to providing much-needed services like virtual doctor consults via GrabHealth, and 1 hour grocery deliveries via GrabMart, to safe distancing shoots in talents’ own homes. This is definitely a Ramadan campaign we will never forget,” said Sulin Lau, Regional Country Marketing Head, Grab.