GrabUnlimited: The saving simulator

Multi-service mobile app Grab created a campaign to build loyalty and user retention, and increase new users for its GrabUnlimited membership programme in Indonesia.

Campaign details

Brand: GrabAgency: Grab IndonesiaRegion: APAC

Strategy

Objective

In April 2022, Grab launched its newest flagship membership program, called GrabUnlimited--a subscription plan to give the best deals for Grab multiple services. The subscription plan includes everyday discounts on Grab services, and also gives special members-only privileges.

It's interesting to find that despite the benefits of this subscription plan, there is still slow adoption and room for growth among Grab's active users. The perception of the price being expensive could be a significant barrier to subscription uptake, even if the actual value exceeds the cost....

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