In 2024, Grab relaunched its Advance Booking feature in Singapore, a functionality that allows users to schedule rides ahead of time. First introduced in 2019 and suspended during the pandemic, the feature was reintroduced with a renewed purpose: to help users plan their journeys in advance and travel stress-free.
Grab is Southeast Asia’s leading superapp, offering a range of daily services including ride-hailing, food and grocery delivery, and courier services. Within its ecosystem, GrabTransport enables millions of users to book cab rides with ease and reliability.
The campaign sought to re-establish Advance Booking not just as a forgotten function, but as an indispensable tool for users who value reliability and punctuality. The goal was to shift user behavior, positioning Grab not only as a spontaneous, on-demand solution but also as the go-to choice for planned transportation.
By embedding the feature into users’ everyday routines and aligning it with high-value moments like airport transfers or business meetings, the campaign aimed to drive awareness, engagement, and usage of Advance Booking, especially among time-sensitive travelers.
Grab is deeply associated with spontaneity. The challenge was to recalibrate this perception and champion the brand as a reliable option for pre-planned rides. To do so, the campaign needed to:
In Singapore, punctuality is a core value. The campaign messaging emphasized timely arrivals with relatable scenarios where reliability matters most. We targeted high-value travel audiences – business travelers, frequent commuters, and existing Grab users, by embedding Advance Booking into key moments like catching flights or attending meetings. By addressing real user pain points, we transformed the feature from a functional tool into an essential part of planned travel.
The campaign leveraged platforms that aligned with specific travel audience behaviours:
The campaign successfully reintroduced Advance Booking as a high-utility feature and transformed it from a dormant option to a preferred choice for many.
By tapping into cultural insights and travel behavior, Grab and M&C Saatchi Performance redefined what it means to plan ahead, turning Advance Booking into a modern-day travel essential.
“Re-launching Grab’s Advance Booking feature was about shifting user behavior and embedding it into travel routines. This campaign successfully achieved that by addressing real pain points and positioning Advance Booking as the go-to solution for seamless travel. The use of tailored media and impactful messaging resonated with our target audience, driving measurable results. We are pleased with the campaign’s success in increasing consideration and reinforcing Grab’s role as a trusted travel partner.”
