4.5M
OFFLINE VIEWS
65%
INCREASE IN SALES
35.7%
ONLINE VTR
Brand: GrabFood
Market: Singapore
Channels used: DOOH, Programmatic, Social channels, YouTube, OTT
Background
Grab is Southeast Asia’s leading superapp offering essential everyday services to over 670 million people. GrabFood, part of Grab, is a food delivery app that connects local food businesses to people bringing food from local restaurants, straight to the doorsteps of hungry customers.
Objective: Bring hawkers online
As the pandemic hit, hawker centers in Singapore suffered from the restrictions imposed to mitigate the spread of the virus. In this context, Grab wanted to support hawker stalls’ owners in their digital transformation.
Challenge
Grab had to bring online hawker merchants, who have been traditionally serving their customers offline. It also had to change the users’ perception that ordering through the app would be more expensive and offer less variety.
Execution
- To raise awareness, we created 3 different video perspectives to communicate how GrabFood was a win-win for all parties involved: Merchants, Customers and GrabFood delivery riders
- We noticed that mobility around residential areas remained above baseline during Covid and served ads offline across 227 DOOH screens close to HDB housing estates and hawker centres
- Online, we targeted people across social channels, entertainment & news channels, streaming platforms and YouTube
- To translate awareness efforts into an increase in sales we targeted existing active GrabFood users on Facebook as well as through app retargeting partner Remerge
Results
The Internet Hawker Centre was an innovative campaign that truly touched the local Singaporean communities, at the heart of their HDB housing estates and hawker centres.
Thanks to the campaign, GrabFood managed to onboard on its app 50 hawker centres in Singapore. Being now able to serve their most loyal customers through the app and reach new audiences, food stall owners managed to increase their sales by 65%.
DOOH
The campaign achieved a total of 4,511,256 Potential Views and 685,593 Reach across 225 locations.
Programmatic DOOH
It reached a total of 489,494 Potential Views and 94,950 Reach across 2 locations.
Online
Online, the campaign drove widespread awareness with 2.9M Reach and achieved an overall VTR of 35.7% at a 0.7% CTR.
A few words from Grab
“We are extremely delighted about our partnership with M&C Saatchi Performance. They have been the perfect partners for us being the first in the market to test new initiatives and scaling our campaigns across SEA. We are very happy about the results, and it also allowed us to gather valuable insights and strategically delivered customer delight.”
