Grab: 100+ cities – 1 hour intercity gifting via Grab

Grab, a technology company, launched a new gifting interface within the Grab app, 100+ Cities, to encourage consumers in Asia to use its services to deliver gifts to people in different cities.

Campaign details

Brand: GrabAgency: M&C Saatchi PerformanceEntrant Region: APAC

Strategy

Objective: The art of gifting

Covid forced everyone in some sort of long-distance relationship with their closest friends and families. To compensate for missing out on many important celebrations in person, many people learned the art of remote gift-sending with:

46% who had sent gifts to another city during Covid (not using Grab)

64% who intended to send an inter-city gift to a family or friend during Nov-Dec 2021

Most surprisingly, 8% of respondents said they had previously used Grab to send a gift to...

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