chau huynh

though being convenient, grab still faces problems during transit.

the customers usually complain about their drivers’ hygiene and attitude, traffic jams, awful weather, etc., which are not entirely Grab’s faults because Grab’s main duty is to serve a seamless and safe ride.

so the goal is to highlight the ENJOYMENT brought by Grab in-transit experiences and convince the customers that those problems are not from grab, persuade them that grab has been the most reliable transportation (of all time, they said).

we spent 3 rounds on this project and sadly, the clients decided to not execute it.

just 3 rounds, no big deal…

the key hook throughout the 3 rounds (in the engage phase) is the sweets, which is mentally bought by the clients. #proud

WHY SWEETS?

●cute, shareable, collectible.

●applicable for both GraBike and GrabCar.

●answer the objectives: understanding, sharing and caring attitude with real action and relatable items.

idea #1 – the sweetest strangers

to many passengers, grab drivers are just some random strangers that they meet today & forget tomorrow.

customers can freely expose their emotional moments without afraid of being judged. because grab drivers, who are always caring and understanding, are the sweetest strangers they’ve ever met that deliver a smooth, enjoyable journey.

idea #2 – everyone, everytime

a satisfying Grab ride is not only about delivering passengers to destination safely but also turning their in-transit experiences into an occasion they could enjoy and have absolutely no worry about anything.

by exaggerating the enjoyment in these moments and putting them in contrast context, we make passengers feel like they were on vacation, taking a bath or enjoying a movie. Everyone can enjoy their journey with Grab, at any time.

idea #3 – little care makes 6-star experience

a 5-star ride is created by the values that grab aims to offer such as improving core benefit, driver behaviour, etc.

so what makes a 6-star journey?

that little caring acts from Grab will make it 6-star quality. and this is also delivered by grab only. these emotional benefits will be the final element to create a 6-star journey and setting a new standard in the transportation service.

(our Design team was extremely busy back then so the next slides are mainly tables and words, please excuse us hihi.)