GrabFood’s Entertain Your Cravings
GrabFood is now home to over 1,000 restaurants exclusively, and making a typical one-size-fits-all ad to feature those is impossible. So, we hijacked the countries’ top search trends and created a customised pre-roll ad to cater to the respective audience.
Role
Copywriter
Awards
Scored a place on The Work 2020
Brief
Our task was to highlight GrabFood’s exclusive restaurants and drive more orders among the digitally-savvy crowd.
A Look At The Playing Field
While tackling this brief, we discovered that:
The platform itself has a very strong presence in Malaysia
Our audiences tend to purchase from their list of usual restaurants on the app
Price point is not the only factor influencing our audience's purchase decision
Understanding The Problem
We dived in and realised that:
The platform’s presence doesn’t necessarily mean the individual merchants may enjoy the same brand love
With our audiences' varying preferences in food, a single ad would fail to cater to everyone
And even if we did create multiple ads, we needed a proper rollout strategy as
Launching them at the same time would cause the ads to cannibalise each other as they compete for attention
Launching them separately would cause our audience to drop off, cost a lot more, and negatively affect the brand image
The Ideal Idea
From these findings, we realised our ideal solution had to accomplish the following:
Introduce the latest range of offerings with ample air time
Give our audience a reason to try the new options
Consist of a proper rollout that targets our audience preferences separately
Our Way In
What really led us to our idea was a realisation that
Malaysians spend A LOT of time on Youtube
With Youtube being one of Malaysia’s top social media platforms, we found a way to go to our fans instead of getting them to come to us. Which led us to the idea:
Entertain Your Cravings
By matching their interests to a specific GrabFood ad, we created a series of pre-roll ads to target our audiences’ cravings.
Bringing It Together
We compiled a list of Malaysian’s top searched terms on Youtube, matched them to our list of merchants, and wrote a series of pre-roll ads containing 3-5 merchants each.
Results
The campaign
Brought in a 20% increase in deliveries for GrabFood merchants, 27% increase in customer spending, and a 30% increase in gross merchandise volume for GrabFood merchants
Earned a total of 6.3 million views on Youtube, 17.2 million engagements, and saw a 36.9% view-through rate
Won a place on The Work 2020
