Durian Tanpa Drama
7. Commerce Kancils [7.8 Best use of Cultural Insights in Commerce]

Links:
Product/Service:
OneGrab
Client:
Grab
Brief:
To spotlight GrabMart, Grab has been running durian campaigns for 7 years. The campaign has evolved to target both durian lovers and haters over the years with offerings like durian treats and fresh durian for durian lovers, and odor-fighting goods like air fresheners, deodorisers for durian haters. In 2023, Grab wanted to target more states nationwide. The new target audience? The non-urban malay market. And there's one thing this audience loves: drama.
Solution:
Introducing, Durian Tanpa Drama. A campaign that leveraged drama to bring durian lovers and haters together. First, we launched with dramatic movie posters. Then, we released videos disguised as dramatic movie trailers. These videos were so dramatic, viewers couldn't resist turning them into memes on social media. The campaign was also brought to life on-ground with durian feasts and viewing parties nationwide.


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