Grab Indonesia picks media agency

Grab Indonesia has appointed Havas Group Indonesia as its media agency. The account will be serviced by Arena Media, part of Havas Group Indonesia, and will be handling offline media planning and buying for Grab. The appointment is for a period of two years. 

Grab started out as a taxi-hailing app in 2012, and has now extended its product platform to multiple services including ride-hailing, food and package delivery, payments and more. The company currently offers services in Singapore, Indonesia, Philippines, Malaysia, Thailand, Vietnam, Cambodia and Myanmar. 

Grab Indonesia’s general manager, marketing, Daniel Leeuwen said as Grab continues to lead as an everyday super-app in Indonesia, it thrives to create memorable marketing communications efforts in Indonesia, and is excited to have Havas Indonesia supporting Grab to communicate to its driver-partners, merchants and customers.

According to Leeuwen, the team at Havas demonstrated their ability to help the company engage with its audience and deliver effective results. "Their strategy is aligned with our vision and they are the best-placed agency to help us navigate the changing media environment, as we head into the next stage of our growth," he added. 

Tizzy Zoelfikar, general manager, Havas Media Group Indonesia said the agency looks forward to creating meaningful, effective work by leveraging the best of its capabilities in data, analytics and technology, to further advance Grab's growth in SEA.

Meanwhile, Vishnu Mohan, chairman and CEO SEA & India added: “Grab’s journey of being Southeast Asia’s largest mobile technology company that connects millions of consumers to millions of drivers, merchants, and businesses, is inspiring and hugely motivating. It is an honour to partner with them and take their success story in Indonesia even further.”

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Recently, Grab embarked on remote shooting for its Ramadan campaigns in Indonesia and Malaysia. In a phone conversation with Marketing Interactive, Grab's regional country marketing head, Sulin Lau, said the marketing team completely re-designed the messaging and shoots of its Ramadan campaigns to be shot entirely from home, in support of Indonesian and Malaysian governments' call for safe distancing.  

Grab had originally planned a more celebratory campaign so it had to quickly pivot the idea to become Grab Siap Antar Ramadanmu (Your Ramadan, delivered by Grab frontliners). The campaign centres around a stay at home music video shot entirely in talents’ own family homes using a combination of DIY props, puppets and miniature cardboard sets, with lyrics and music composed by Grab employees. Some of the hand-drawn props were even homemade by the talents and their children.