Meet Grab SG's giant grandma created with Fisherman Integrated

Grab Singapore has unveiled its "Grandmother of all sales" creative campaign to kick off the company's annual year-end mega sale.

In collaboration with Fishermen Integrated Singapore, the campaign kicked off with a movie trailer-esque video directed by Darrel Hyon-Lè and the directors' think tank production team, to bring out the ‘grandness’ of the campaign. MARKETING-INTERACTIVE has reached out to Grab for more comments on the campaign.

According to the statement, through the character of a larger-than-life endearing Singaporean grandmother, the "Grandmother of all sales" campaign aims to keep Grab’s wide variety of affordable food and grocery options for its users by highlighting the extensive number of deals on the platform.

https://www.youtube.com/watch?app=desktop&v=FxYwywA8ZZM

Other touchpoints include a digital video wall at Dhoby Ghaut, OOH displays for bus stops and MRT platform screen doors, and in-app deliverables.

Adam Miranda, co-founder and executive creative director of Fishermen Singapore said "With so much food and deals being offered, this year’s campaign needed to be ‘grander’ than usual."

Miranda added, "When conceptualising the idea, we thought of that one person in our lives who just wants to make sure we are always well-fed. And that person is none other than our grandmothers, who in true Singaporean ways show their love by constantly feeding and indulging us.”

Fishermen group brand director and co-founder, Joyce Gan explained that Fishermen wanted to create an impact, especially with the digital video wall, to build awareness on the deals available through the mega sale.

"Eating is a favourite pastime for many of us, and with Grab Singapore’s deals on GrabFood and GrabMart, we can all eat more, eat more, eat more and save more!” Gan added.

Separately, Grab's advertising arm GrabAds came on board MARKETING-INTERACTIVE’s Digital Marketing Asia 2022 as the headline sponsor.

As headline sponsors, Dave Yang, regional head of brand engagement at Grab will take to the stage on 16 November to share insights on the topic of "Eat, shop, ride, repeat: Optimising real customer data to get reach that matters." He will also be on a panel discussion speaking on “Anonymous vs permission-based personalisation: Finding the perfect data in the customer lifecycle to drive personalisation.”

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