In a landscape where consumers are spoilt for choice, how do we get dual/tri-app solo eaters (who are price-sensitive to delivery fees) to choose GrabFood by showing that Grab offers the Lowest Delivery Fee?
Solution:
How could we communicate the concept of lowest delivery fees on Grab only using our consumers' ears? We showed that with Grab, delivery fees are so low, even our announcer's voice has to become just as low. Literally.