Grab: GrabBike #AntiNgaret

Grab, a ride-hailing and delivery brand, launched its campaign to promote its motorcycle taxis GrabBike as trustworthy, reliable and ready to help combat the negative culture of 'ngaret' in Indonesia.

Objectives

Ojek-online (online motorcycle taxis) is viewed as an effective form of transportation in many big cities in Indonesia, as traffic jams commonly hinder other forms of transport. Grab's two-wheels service operates in a challenging environment, with steep competition and high customer expectations in terms of driver availability, waiting time, and driver punctuality.

There were two challenges for GrabBike in Indonesia

  1. Punctuality misperception: Customers perceive long waiting times for GrabBike. However, the waiting times in eight big cities in Indonesia were better than what people perceived.
  2. Low brand loyalty: Customers were using GrabBike for promotions and low...

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