Unbranded bus stops. Unbelievably click-baity.

7. Commerce Kancils [7.10 Creative Effectiveness: Commerce]

Links:

Product/Service:

GrabFood Dine Out

Client:

Grab

Brief:

Brands spend millions on advertising, and the more they invest, the more they think they need to say. Ironically, this makes the ads easier to ignore. The Grab marketing team faced the same issue when attempting to launch Bar Deals ('œbut no one associates Grab with drinking!') through a new feature ('œno one knows GrabFood does Dine Out!'). Oh, and the product was quite hard to find in the Grab app. Tldr; they had three problems in one brief. And previous attempts to advertise this promo hadn't really worked.

Solution:

Using bold neon signs (familiar to bar-goers) as a reference point, we let the deal speak for itself. We kept the ads unbranded for intrigue so anyone interested would be compelled to scan the QR code, which would immediately lead them to the deals page in the Grab app, thus circumventing the discoverability issue.

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