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INSIGHT
Grab is not the instinctive choice when it comes to celebrating Mother’s Day. The delivery app wanted to grow its orders for the season, not just in the Philippines, but in other SEA markets as well. Its edge? Instant gifts.
But how can it stand out in a sea of Mother’s Day ads?
IDEA
Instead of making another emotional ad in 2023, the brand swerved. To target millennial, last-minute gifters, the campaign latched on the highly relatable insight of Asian moms not-so-subtle asking for gifts, most of which take time to get. Like grandchildren.
The ad became such a hit that a sequel was made.
RESULTS
+55%
INCREASED SALES IN PH (VS. GRAB PREVIOUS CAMPAIGN IN 2022)
+11.28%
INCREASED SALES IN SG (2023)
+9%
INCREASED SALES IN VN (2023)