Grabbike Digital Plan

1. Compete with the traditional transportation service in
Vietnam
The customers ain’t willing to change their habit and
behaviour even if it’s way more convenient
They hesitate to dowloand an app despite using
smartphone everys single day
To the new, Vietnamese ain’t so willing to accept, they
have to experience to believe
They have their own verhicle, and even they don’t, the
motorcycle taxi category in general as they see ain’t so
safe and trustful because of its drivers being judged. Category
Challenge

2. Young dynamic people
(15 - 25 years old) have
to spend at least 3 hours
each day to travel on the
street with so many
life’s distractions while
facing unknown things
can happen with them.
Target
Understanding

3. “
A friend you can trust by his safety,
make you feel comfortable by his convenience.
Come and take you to everywhere you want to go as fast as
they can.
Goodbye loneliness and dangers on the road because
Grabbike
is always by your side.
Big idea:
ROADMATE

4. strategy
Phase 2
Engage
Phase 1
Teasing
Phase 3
Amplify
1 month
1 month
Making Noise
1 month

5. Phase 1
my
roadmate
The story begin
20 years later

6. Phase 1
The old
roadmate
Making teasing-emotional-story
about “ roadmate”#Make people share
stories about Xe om
and “half laughing
half crying” situations.
I haven’t had a motorbike yet so I always
have to use public transportation and
especially “xe om” to travel. Hm… I can’t
forget that day, my really black day, when I
was in a hurry but could not find any way to
contact with my familiar “xe om”. I could not
wait for the bus too and tried to run across 3
crossroads to find another “xe om”. At the
fourth crossroads I finally found one. I had
to spend 5 more minutes to bargain but I
failed. Then we go, he took me round and
round on the street maybe to earn more
money :-< not directly to the place I needed
to go. Suddenly his motorbike broken and
stopped. I went nearly crazy. I did rush to
find another guy to get there. When I was at
my destination, I was late 30 minutes. The
rest of that day was damn bad. Oh… I don’t
want to tell more… :-<
#The Viral Clip
come first in
Celebrities’ & KOLs’
social media
(fanpage) with the
hashtag
#myroadmate.
#Then Leak out
these stories to make
a trend of sharing
“their roadmate
story” with the same
hashtag.

7. Phase 2
because i
have a
roadmate
Making a sub-app in The Grabtaxi app
which can taking “because I have a
roadmate…” pictures!
#In the Grabtaxi app, making a new
feature which can let people taking
pictures in the available frames called:
“Because I have a roadmate, I’m ….”
#Giving up-to-dated frames according
to the reality that what people use to be
distract by when they driving.
#Add the “Share to face” button, make it
the new attractive trend and update
new frames based on what they sharing.
Use our own fanpage &
celebrities to share this trend
in #becauseihavearoadmate

8. Phase 2
because i
have a
roadmate
Together with the app, use interactive OOH
to make people making more pictures and
download more apps!
Use Interactive
OOH to let
peoplae taking
selfie, supply a
wifi connect tion
for them to
download the app
and share their
own to facebook
with the hashtag
#becauseihavearo
admate

9. Phase 3
find the
roadmate
Interactive OOH on 2 big
buiding near crowded-people-
walking streets!
Use an interactive
OOH: LED screen
outdoor in the
crowded-walking-
people areas. The game is “Find the
roadmate” , on the
same hour in every
night when people
are most crowded
#thegamebegin.
#People will see on
the screen these
Grabikers with their
numbers, with our
free wifi, they can
download the app
and enter the game,
name the number of
the nearest Grabiker
with their place.

10. Phase 3
find the
roadmate
Anyone who in the top 3 fastest-
players of this mini game will
have a chance to travel around
the city!
#WITH US
YOU CAN EXPERIENCE THE
QUALITY AND FEELING LIKE A
ROADMATE
MAKE PEOPLE SHARE THEIR
EXPERIENCES ON SOCIAL.