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

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

“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

Grabbikeis always by your side.

Big idea:

ROADMATE

strategy

Phase 2 Engage

Phase 1 Teasing

Phase 3Amplify

1 month

1 monthMaking Noise

1 month

Phase 1

my roadmate

The story begin

20 years later

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.

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

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

#becauseihavearoadmate

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.

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 USYOU CAN EXPERIENCE THE

QUALITY AND FEELING LIKE A ROADMATE

MAKE PEOPLE SHARE THEIR EXPERIENCES ON SOCIAL.