Grab: When audio delivers – a unique karaoke-like ad to ensure OVO's adoption on Grab

Multi-service app Grab created a campaign to increase the use of e-wallet OVO (of which it owned a majority share) for in-app purchases in Indonesia.

Campaign details

Brand: GrabAgency: M&C Saatchi PerformanceRegion: APAC

Strategy

Objective

Grab: the leading super-app in Southeast Asia

Grab is the leading everyday everything super-app in Southeast Asia offering millions of users services including ride-hailing, food and grocery delivery, Buy Now Pay Later and much more.

More about Grab and OVO

In 2021, Grab acquired a majority stake in OVO, one of Indonesia's biggest e-wallets. Since then, users can pay through OVO to enjoy hassle-free and cashless Grab rides. Users don't need to download OVO to use it on Grab - they can easily activate it...

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