Durian Tanpa Drama
7. Commerce Kancils [7.8 Best use of Cultural Insights in Commerce]
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Links:
https://youtu.be/UUM8yWrUJJM?si=ES9ReZ4g6NRS6QEo
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. To dial up the drama, we created videos that were disguised as series trailers.
The video 'Suamiku Pencinta Durian' is largely inspired by 'drama pukul 7' soapy, over- the-top drama series which typically features themes of romance, cheating, and betrayal.
