Grab: MYNAME promocodes

Grab provided personalised one-of-a-kind MYNAME promocodes to drivers in Vietnam to address their frustrations with fuel price hikes without raising fares for consumers or increasing Grab's own driver subsidy costs.

Campaign details

Brand: GrabAgency: GrabRegion: APAC

Strategy

Objective

RECORD 50% FUEL PRICE SPIKE PUTS GRAB'S DRIVER SUPPLY AT RISK

In February 2022, Vietnam's economy was barely starting to recover when Russia invaded Ukraine. In just 6 months, prices of petroleum products in Vietnam rose over +50% to USD 1.33 per liter, the highest ever in over 3 decades.

Grab's ride-hailing business relies on a stable, reliable and loyal "supply" of drivers.

However, the +50% increase in fuel cost in 2022 was putting this supply at risk since all Grab drivers need to subtract the cost...

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