Women's March Campaign - Grab Bike [Grab Vietnam]
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The document provides a strategic plan for Grab's Women's March Campaign 2018 in Vietnam. The 3-sentence summary is: The campaign aims to educate female customers that Grab bike drivers can be trusted for safe transportation, especially at night, by portraying the friendly relationship between drivers and passengers. A multi-pronged approach is proposed using video, social media, promotions and branding to raise awareness of Grab's women-friendly image and acquire new female users in February and March, then sustain conversations in April to retain customers. Creative assets show drivers and passengers growing closer each day to build trust between the two groups.
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Women's March Campaign - Grab Bike [Grab Vietnam]
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- 24. STKT HHK $ hH18 As a female customer, I prefer to drive with someone I can trust. Sometimes my friends are not free to drive me home especially during night time. – after my night shift or studying late at the library. I trust grab drivers during daytime trips but at evening time …’ (Women) Sit closer. You are riding with a friend/neighbor. CAMPAIGN MESSAGE (Women) Sit closer. You are riding with a friend/ neighbor. CONSUMERS AWARENESS Your sister, daughter, mother is in good hands with one of our Grab drivers. SERVICE AWARENESS Grab bike drivers are often recycled Xe Om – they live near you! Insight Campaign Main Message What will be communicated? 1 2 3 PROMOTION MESSAGE Special deal for female users 4
- 25. C7H 8 K7cK/ Baseline for the consumer journey EDUCATE ENGAGE/CONVERT RETAIN FEBRUARY MARCH ü Display Grab bike (and its drivers) friendliness towards all women ü Start a social conversation between Grab and female consumers ü Leverage Women’s day month to emphasize the campaign message ü Build brand relevance, awareness and drive trial with special promotion codes ü Sustain interest in the brand with occasional content and shows Grab bike positive impact ü Generate social testimonials to support future Marketing efforts KEY MESSAGES Grab bike is women-friendly. Book without any fear for your safety. Grab drivers are gentlemen who will make sure that all female users feel comfortable during their trip and arrive safely at their destination. INFORM THE TARGET SET THE BRAND IMAGE SUSTAIN THE CONVERSATION Social, Online PR Social / Online PR / Online Ads / OOH / IN-APP ACTIVATION APRIL (onwards) KEY CHANNELS 1 1 2 3 4 2 3 OBJECTIVES
- 26. MESSAGE PHASING DIGITAL ASSETS OBJECTIVES Sit Closer. You are sitting with a friend EDUCATE ENGAGE/CONVERT TVC FANPAGE CONTENT ONLINE ADS PR • Show Grab cares about women • Start a social conversation OOH FANPAGE CONTENT iN –APP ACTIVATION ONLINE ADS PR • Acquire new female users • Boost female users bookings (Day/Night time) February (W3-4) 2 POSTS/WEEK FREQUENCY TIMELINE March April (onwards) RETAIN • Sustain Grab bike women- friendly image with social stories IN-APP CONTENT USERS TESTIMONIALS FANPAGE CONTENT C8T8T OTKY TYK O
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- 39. . . . The helpful fellow is the “recycled” xe om that you used to see every day around the corner of your street. ‘T$ U8 1’ Originally from the countryside, he is the first one of his family to enter University. He works part-time for Grab to earn some pocket money. ‘T$ STY8T’ In-between two jobs, he supports his wife and soon-to-be-born daughter by every way he can. His family is his first priority. ‘T$ HYO
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- 41. V O KHT § The screen is divided into 3 parts with which of them representing the same female drivers booking/grabbing a Grab bike at different time § In each of the 3 screen sections, the viewer can see the same female customer wearing different outfits booking/ riding repeatedly with the 3 different drivers § As the video goes, the distance between the driver and passenger is slowly reducing, their faces are expression more and more ease towards the end of the video § The final scene shows the female driver happily welcoming her ‘well-know’ driver + Grab logo campaign tagline appearing on screen
- 44. IN-APP ACTIVATION § On the Grab app map, the bike drivers icons will temporarily be turned into a “knight in a shining armor”. Reinforcing the feeling that Grab drivers are gentlemen ready to serve the ladies. § Promotional codes: Special promotion codes for all first time female users Male users would also have the chance to show how gentleman they are and offer free rides to any female friends visa URL links (Ride fees are paid on their visa card or loyalty points – Packages would be set up for convenience)
- 46. CLOSER EVERY DAY