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Grab
Turning Grab drivers into food marketers

RAN IN: Vietnam

CLIENT
Grab Singapore

1. Sulin Lau - Regional Head of Marketing & Brand
2. Carina Teo - Executive Creative Director
3. Vu Phan - Assistant Marketing Manager
4. Thuy Truong - Marketing Executive
5. Phong Nguyen - Marketing Head - Mobility
6. Tuan Tran - Marketing Head - ACE, VN
7. Thien Pham - Marketing Head - Brand & Creative
8. Diep Le - Creative Producer

AGENCY
Grab *Lead Agency


Mindshare Vietnam

1. Phạm Hồng Vân - Associate Director, Planning


SUMMARY

"In 2022, record-high fuel prices and inflation sparked tensions between Grab and the drivers Grab relied on. With fuel prices 50% higher, every driver needed to work much harder to make the same income. The solution? We turned our offline transport drivers into online affiliate marketers for GrabFood - thus killing multiple birds with a single idea - providing an additional income source for drivers and new source of growth for GrabFood"

CASE VIDEO


Audience: Others: Ride-Hailing Drivers

Objectives: Government and social aims