Aku Sebuah Beg Pesanan
10. Craft Kancils [10.22a BM Copywriting, Content Writing & Scriptwriting: Single]
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Links:
https://www.youtube.com/watch?v=kvUvx7d1pXU
Product/Service:
Grab
Client:
Grab
Brief:
Grab often faces a demand surplus during Ramadan. Too many orders, and not enough delivery-partners, which ultimately results in hangry, frustrated users.
How could we turn this anger and frustration into empathy? After all, Ramadan is the season of forgiveness and kindness.
Solution:
You see, it's easy to direct your anger at a big, faceless company. So we flipped the script and featured the real faces of our brand. Our delivery-partners, the everyday heroes.
The film Aku Sebuah Beg Pesanan' (Life of a Delivery Bag), showed Malaysians how every order no matter how big or small goes a long way for our delivery-partners. Told through the lens of a delivery bag, the film helped viewers understand how much these orders mean to our delivery-partners, and the hardships they experience on the job.
